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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: Douglas Burdett Topic: Marketing Books Discussion Points • Themes and main takeaways from 2020 • The book you’ve learnt the most from • The best marketing books to read right now • What to look out for in 2021 – books • Tips on reading, consuming and learning from books • Planning for 2021 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 Okay, there you go. We are live. Hello, Douglas. Welcome. Douglas Burdett Hi. Good to be here. Fantastic. I've waited ages to get you on here because today, we're going to talk. Peter Sumpton We're saying sorry. Douglas Burdett I was on once before. Yes. So that's the marketing study lab podcast. So this is the live, so we stepped it up again for this one. Okay, okay. Oh, pressures on great. Peter Sumpton No pressure at all. But I've been, I've been waiting ages for this one, because I decided for you to hop on this live at the end of the year, because of what you do for your labour of love, rather than your day job. And I think it's a really good way to summarise what's been happening throughout the year, in marketing and in and around the topic of marketing. So first and foremost, could you just give the listeners a brief intro to yourself and what you do? Douglas Burdett Sure, so I live in Virginia, I have a small marketing agency, we like to work with manufacturers and industrial companies. And in my free time, that's a joke. I do this marketing book podcast, which I've been doing for almost six years now. And each, it's the marketing book Podcast, where each Friday, I publish an interview with the author of a new marketing or sales book, and I read here I crossed the 300 episode number. So 300 books on the show. And or when I started the podcast, I was about 10 episodes in because I had read those books. And that's when I realised I was actually going to need to read each book for each interview, so it was sort of like taking the wrong exit on the motorway or the realising, oh, well, okay, I guess I'm gonna read a book every week. But I do that, and it's been really good for me. And I've enjoyed it. I like learning. And I like helping people and I hear from it's in over 150 countries now. And I hear from people all around the world, pretty much every day, they they messaged me on LinkedIn, and, you know, tell me that they listen to the podcast, or find a particular book or interview helpful, or, more often than not, they asked me what, for book recommendations. So I don't want anyone not even Peter Sumpton to have to read 300 books to find the right one. So it's really only 30 seconds, I'm able to say, Oh, I know, just the book, you should read that particular challenge you're describing. So that's also for any of your viewers or listeners, please connect with me on LinkedIn. And I can provide any kind of recommendations to books or other resources that I know of, for whatever challenge folks are facing. The only thing I ask is include a message. I know that what you're up to, and you're not some spam bot. Yeah, yeah, Peter Sumpton absolutely. that's a that's a given nowadays, isn't it? And we've all got to interact a little bit better than than just subscribe, connect, follow, or whatever we're doing in the world. Just as a side note, so you realise, but before we get into a few takeaways from 2020, and what to look forward to in 2021. So you realised a few episodes in that you'd have to read a book a week. For me? I've never been a strong reader. It's something that I'm not ashamed of. But I don't like the fact that I'm a strong reader. And I just I've never managed to get into books as such, you clearly liked or enjoyed reading, unless you wouldn't have started what you did. But did you? I mean, how do you how do you do that keep up that consistency of reading a book a week? Or is it just? Well, it just I find it quite an easy task. Douglas Burdett Well, you build it into your routine, and it's only one book a week. Sometimes. It's one and so on. weekend mornings, I may spend a couple hours reading, which is not you know, it's not bad for me. And, and a couple mornings during the week, you know, before work, I will read the book, and then I just do the one interview a week and it's on Fridays. And it's a it's just, it's just kind of part of the routine. It's probably like a lot of people. A lot of your viewers might be people who exercise regularly, and I do that. But it's just something you build into your routine. And so I do that, but maybe I should explain a little bit more about what compels me from an emotional standpoint. Yeah, please. I came from this is the motivation for doing it. I don't do it for a living but I came from this advertising background, I worked at these enormous ad agencies back in the 30 years ago in New York. And then, when I started my own firm, almost 20 years ago, it was a real advertising focused firm. And advertising is a shadow of its former self, okay. And so I saw that things were starting to change, but I could see they were starting to change permanently. And I kind of felt like I was, I was too young to retire. And I was, you know, I didn't know what to do. So I, what I did was I went back to what I had done in grad school after I got out of the army, whereas I was just reading books about different career fields, and knocking around until I found something I liked. And an author of a friend of mine, recommended I go into advertising and I asked a professor in school, and she gave me a copy of Ogilvy on advertising. And this was in the 1980s. So I thought, I read that book. And it, it changed everything for me, I said, I want to do I'm excited about that. And that's how I went off in that direction. So what happened was when I still had advertising clients, but I was seeing all everything was starting to change. And I kind of went back to just throwing myself in the books hoping I would, you know, find something and I stumbled upon David meerman, Scott's book, the new rules of marketing and PR, first or second edition, it's now in its seventh edition. And, and I saw it, that's where it's going. I felt like I had another bite at the career Apple, it was in the right book at the right time can really transform things. The other issue is that I was as an ad guy, I was starting to have to bring website people to my meetings with clients. And clients were slowly starting to ask me about these. The Internet, and this this Google thing, and what was clearly a fad, social media. So I, I started to feel really irrelevant, like I was growing dinosaur scales, and I just hated that more than most people. So that's when I really threw myself into the books after, you know, picking up on David meerman Scott's. And I started to see how that could kind of fuel some hope and some, you know, new direction. And I was always listening to marketing podcasts. And I particularly enjoyed podcasts where they interviewed authors. So I guess, at some point, I said, I, I want to try this podcasting thing. And so I kind of started the podcast that I wanted to listen to, but it was this one episode of my adult, you know, my career working life, where I was really starting to feel irrelevant. And I didn't, and I really, really didn't like that. That's what kind of fuels my interest in, in reading. And like I said earlier, it's really a lot of fun to do it. When I hear from people who say, Hey, your your podcast is helped me get a new job, or it's helped me with ideas at work. And there's really nothing better than than helping, I mean, look what you do. Peter Sumpton And well, thank you for that book. I mean, I got I got onto your podcast, through john experience said, check this podcast out. And, you know, listen, listen to the first one. And because it was about books, and I'm not a very strong leader, this is just music to my ears. You mean, I can listen to this author, talk about what's in his book without reading the book and get the number one points off it. This is fantastic. Keep it coming. Keep it coming. And, you know, I've been I've been a fan ever since. So it's more Douglas Burdett now I'm gonna keep doing it. Peter Sumpton Yeah, yeah, there's no, there's no getting off this wheel. But the thing that I really liked about what you were saying then, was the fact that you, you recognise the fact that things were changing, and you didn't have that skill set to cope with what was changing in the world. And a lot of people don't have that skill to, to want to change and to feel that, well, I don't know and understand this digital stuff, or this technology stuff or this iPhone thingy. I'll just ignore it and I'll try and curve my career around it and, and play on the I don't know card. And you know, it's cued us to you to, to recognise that and do something about it. I don't think a lot of people do. Douglas Burdett Yeah, there's a lot of people out there that are still the news release experts. That's like the HubSpot founder. He referred to marketers that didn't have a lot of skills as he called them press release hires, meaning that was all you had to do was he doesn't hire these kind of people, but it's sort of a, you know, fax marketing, fax advertising, you know? So it's a little thing. Yeah, you could you could buy some it was some service where it would basically send a fax out promoting like an ad but then I think at least the United States they cracked down on that so that they weren't clogging up fax machines, you know, Mark ruin everything. Peter Sumpton Yeah, absolutely. Yeah. Douglas Burdett All only takes a few, you know. Peter Sumpton I mean, I remember seeing a fax machine fax coming through the only faxes that ever came through. Were adverts trying to sell toner for the faxes? And I just thought it's quite ironic, quite ironic that you're trying to sell toner for a fax machine that has got enough ink to print the fax. And if it didn't, then you wouldn't get the ad. I just thought that I like the irony behind that. Douglas Burdett Yes, yes. I guess they're hoping that you'd be able to read some of it? Peter Sumpton Yeah, yeah, absolutely. Yeah. Excellent. So that's a bit of background, which is all well and good. But what I'd like to do is focus on 2020, and your learnings from from the books that you've read, throughout this year, of which, Oh, actually, before we do that, take me through the, the gap in suppose it was a gap, the gap in the marketing book podcast where it was all with cocktails. And where did that come from? Douglas Burdett Well, it came from my muse. Peter Sumpton Everybody knows your muse, Douglas Burdett a shout out to my Scottish listeners. And actually, you know what? I know you people think I just drink all day here. I just got a bottle of wine from a past guest, Jim Stern, author of AI, but a book about marketing and artificial intelligence. But what happened was, I didn't have a gap. I continued to publish interviews with authors every Friday. But when the the lockdown started in March, I, I think I had the last operation in the United States, I had my shoulder repaired, and so that I can go back to playing for the New York Yankees. And it was a one of those rotator cuff things. Peter Sumpton I think, the giants, sorry, Douglas Burdett yes. So the, so I was at home, I had the thing, and I was at home anyway. But then we had an office and everyone left the office. Nobody wanted to come back. I think they were trying to get away from me, and I can't blame them. And then I started hearing from listeners, who were saying, gosh, I just got laid off what I need to reinvent myself I needed they were sharing with me, they were saying what can I do, and I was really happy to hear from them, despite the bad news so that I could maybe offer them some comfort or something, something to go do you know, to get back on the horse. And at the same time, my son who's a paramedic, he was out there on the front lines of all this. And I just thought, you know, there's some really brave people doing wonderful things. And I thought, what, what could I do? And I thought, you know, why don't I just have a pot of a daily episode, except on Fridays, where I would interview past guests who'd been on the show, and ask them what they thought about what was going on. Because everybody was kind of wondering trying to figure out what what the new normal is, what what they're what they're doing. So with a nod to Jerry Seinfeld, comedians in cars getting coffee, I started authors in quarantine getting cocktails. And so we would have the interview later in the day, you know, the cocktail hour, I don't want all your people thinking I drink this all day, Peter Sumpton when we know this, this nine 9am till 10am thoughts that sacred? Douglas Burdett Yeah, and it is after noon right now in the East Coast. So I guess I can glass there. But, um, so what happened was what was interesting to me is I said, Alright, I'm thinking about doing this. And I sent an email out to the over 200 authors that have been on the show in the past. And I said, Hey, I'm thinking about doing this just a daily show where I can reintroduce you to the audience and the listeners, and we can talk about what you're thinking what you're working on, you know, what do you think? And within one hour, over 100 authors responded and said, I'm in I'm in I'm not, I'm at home. I'm not travelling, I'm not speaking. And a probably statistically significant number said, Doug, I'm already drinking. I'll talk to you. So I launched it, and I got through 66 episodes. So that went from like the beginning of April, through the very beginning of July, and then my, my liver needed to rest. So no, but what I did was I would then publish on every day, except for Friday, didn't want to interrupt that cadence. And then I cut it back to Monday through Thursday. And I that's how I got through 66. And it was really great. And it was really particularly good for my family, because it meant that there was only An hour where they weren't having to talk to me, or listen to me, particularly my, my kids were now in their 20s, who were here, but then they've since moved on. And so it was it was really fun. And they even got some accolades from some top blogs, you know, saying, you know, this is a good thing to be listening to right now. And so I was again, very excited to see that people found found value in it. And it was really that that that's what that was authors and quarantine getting cocktails, and, but continued on with the regular scheduled programming. Peter Sumpton Lovely. So can you can, he says maybe it's time to return to quarantine cocktails. So think you might have started a trend? Douglas Burdett Oh, really? Oh, my goodness. So are there? People make King? Can we see what people are? messaging? Yes. Yeah, yeah, Peter Sumpton we've got a couple of messages. Haven't got a huge audience. But those that do, I'll share anyway, see Douglas Burdett it, I see it. Peter Sumpton So James says he's not a strong reader also. And he's subscribed to the podcast already. So there you go. You've you've Oh, Douglas Burdett that's a that's great. James. Um, you know, we can all learn in different ways. We're all different learners different ways. And honestly, the the I continue, it's great having the podcast because I know that people are expecting an episode once a week. So it's sort of like, Okay, well read the book. So I kind of like having a workout partner, all of my audiences, my workout partner can. Ola Meyer is a friend in St. Louis, longtime listener. And once we were at a conference in Boston, he actually bought me a couple of scotches, and I still remember that. And, yeah, you know, um, and actually, he, he's also an adjunct professor at Washington University in St. Louis. And he had me Skype into his class, and I, a growing number of academics have me do that, where I'm, you know, they want me to have the students listen to the show. And then I Skype in and answer questions or, you know, do things like that. So if there's any academics out there, I just heard from one today at Hofstra, who said, Hey, you know, maybe you can come and talk to my class at the end of the semester or something like that. So I'm happy to help. And why, Peter, because I believe children are our future. And we should treat them well, and let them lead the way. Peter Sumpton This is song in essence, I just can't wait to Douglas Burdett show them all the beauty they possess inside. So there you are. I'm sorry, you have a very respectable audience. And here I am just cutting up. Sorry. Peter Sumpton He's fine. He's, you know, it's like you say it's, it's way past 10am. So I'm pretty sure. Anyway, okay, let's let's, let's get to it, then with the time that we have left, Douglas Burdett let's offer some value. Yeah, well, Peter Sumpton why the hell no, no, I'm enjoying myself. So that's all that matters. Let's, let's, let's face it. Douglas Burdett So Peter Sumpton take us through some of the the main themes that you've seen, or the main takeaways that you've got from some of the books that you've read this year, then? Douglas Burdett Well, the, what I did was once the pandemic started, I changed up some of the books or looked at for particular books, I knew they were going to be really helpful right at that time. So there have been books about virtual selling, that was Episode 300. By Jeb blunt, fantastic book. There was a book called Can you hear me communications in a communicating in a virtual world, which was actually written two years ago. But once the pandemic happened, the author was on everyone's list. And that was a very interesting book. And there was a book by Rohit Bhargava about virtual work, which was very helpful. Let me see, I'm sorry, I don't wanna do injustice to his. It was called. I've got him here. The memory goes first, Peter. Let's see it was called virtual meetings. I'm sorry. It was called virtual meetings. terrific book. And then there was another book by David meerman. Scott called standout virtual events. So there were I was just trying to adjust it. The content two things that I wanted to learn more about and read about, and I know that the audience was was wrestling with. So those were some of the things that we you know, they were, I guess you could say that was what was unique about this year's books, is that that thread Peter Sumpton and the virtual events conversation you had with David was interesting because I do a lot of a lot of workshops and a lot of online workshops and utilise a lot of tools that he was Talking about, but some of them, it's just a case of exploring whatever you're using or exploring a couple of different options. And they have loads of different things like breakout rooms, and just simple things that can enhance what you're doing. And if you're not that proficient in those types of things, it's easy to miss those. Douglas Burdett It is one of the big. One of the many things I learned from his book was this notion of live events, which we all like, and I think are better are like theatre life, live theatre, virtual events are much more like television. So the mistake is in trying to turn our paradigm of a live event into this virtual event. And sort of like when television first came out, they put a TV camera in the radio studio, and you'd see people with a microphone and an orchestra and they would be reading scripts, they didn't quite understand the medium. Well, they were just taking what they had learned in an earlier medium, and we're trying to adjust it. And that's exactly what we've been doing. And some of the best virtual presenters are. Don't be surprised a lot of them are good YouTubers, because they understand that medium. And he talked about how just because somebody is a great speaker at a live event might mean that they're horrible and have not adjusted at all, to the virtual space, very different animals. Yeah, Peter Sumpton it's definitely worth noting. And that's a really good analogy. They're taking it taking it way back. If there was if there was, I mean, you must have had a lot of different takeaways from from everything you've read. Is there anything that stands out is almost a Oh, yeah, I can do that. I can implement that, that that's that is absolutely golden. Is there anything this year that's stood out? Douglas Burdett Well, every single book, I read something in it about, oh, we should do that. We should try that, you know, tweaks we can do for clients. But I'll tell you what this is from personal standpoint, it's, as you can imagine, I have a lot of just the ones I got this week. But there was a book that was on not too many weeks ago called the revenue growth engine. And from the standpoint of an agency guy that's trying to help clients, it really put together a lot of things that I had been struggling with, and it put it together in a way that I'm going to make making some changes to the what to how we help clients. Hmm. And specifically, one of the biggest problems I have, and apparently others do, too, is trying to get companies to figure out some kind of goal. Believe it or not, maybe my clients, but it's like, no, what are we trying to accomplish? And most companies, I'm speaking with a broad brush here, and maybe it's the smaller ones that I deal with, they just don't have any goal. And then sell more good or good? Or what's the other one that drives me nuts, we just need to get our name out there. No, you did that. You don't need to get your name out there, you need to get your name out there to the right people. And you don't have to do television advertising to do it. But I, if we can go to clients and say, Look, let's just talk about revenue. And as you know, I'm always talking about that on the podcast where marketers really need to get into the revenue camp. times we're working with companies who don't have marketing people, but still, it it, he put it together in a way that talked about how another thing that I'm always talking about was and I've had other books about this is if I had $1 to spend on marketing, I wouldn't spend a nickel on trying to get new customers until I had done everything I could to make sure I'm providing a good experience to my current customers and selling as much as I can to them. They want to buy more from you. They companies like you more than a lot of companies. Yeah. Where's like you more than a lot of companies think they do. And that's, that's that's a big one. Um, yes, this talks about getting that new customers, but it also weaves in very nicely. The idea of, you've got to structure your, your experience with your customers, you know, you need to do what was funny about the book was that there must be 15 books that talk about that a bit on the show that talk about very specific elements of this, but this, put it put it together so that that's one but there there are so many books where I it's just like I've spent a bunch of time with an author and not on the interview but just I absorbed so much so that that's an example of one I just thought that's I really liked that. And I'll give you an example. One of the questions I think you were going to ask was, what what are some really good marketing books to read? Hmm. Peter Sumpton Can I can I answer that are absolutely yeah. No, you go for it. Douglas Burdett The best marketing books to read right now, I think. Yeah. And one of them is the new rules of marketing and PR, but make sure to read the seventh edition. And it is fantastic. And that's one of the two books as I mentioned, the two books that had the biggest impact on my career are both guys named David, David Ogilvy. And David meerman. Scott, and I just, I'm such a fan of his he was the very first guest on the marketing book podcast. And he's now been on six times. So he's tied for first place. And trust me, those three authors, and they're in first place, they're very competitive authors. So I'm just saying no competition going on. But that is one that I just I recommend that every week to somebody who's saying, Hey, I'm, I've suddenly been thrust. I've been an engineer. And now I'm suddenly in charge of marketing. What am I supposed to do? I'll say read that. There's another book that is one of my all time favourites. And it's they asked you answered by Marcus Sheridan. I think that is one that is one of my favourite books. It's sort of like reading Darryl, Amy's book where it, it just put together so many things so well. And it made so much sense. And a lot of the things that are in, they ask you answer by Marcus shared, and I've seen why it works so well. And so I'm a real evangelist. And actually, I interviewed him a week ago about his book published the interview, on the visual sale all about using video for sales. excellent book. So that's another one. They ask you answer, but read the second edition. I've interviewed him about both the first and the second edition has 100 extra pages and a lot of that's about your website, and, and video. And there's another book that I wanted to suggest, by Grant leboff, who is a Brit. And his book is called myths of marketing. Yes. Don't know if you heard that interview yesterday. Yeah. Ah, that was one of the best interviews I've done. And I've interviewed. So these authors are just so great to interview. But now full disclosure. Now you're a Liverpool fan as as john experion. Who was Yes, cheer. And I tell you, I was a fan of John's but now I'm even a bigger fan. Now that I've read his book and had the chance to talk to him. But the the book was myths of marketing. And it was like 26 myths. And it was a great interview. And he had about 75 of these myths. But the thing about that book is that as a marketer, I had thought I was taking crazy pills dispelling all these myths that people have about marketing, and he put 26 of them in that book. And oh, Liverpool. He's a Watford fan. And as I understand it, they've been relegated. Yeah. Are you impressed with my knowledge of English? I Peter Sumpton mean, never cease to amaze me tubeless To be fair, you just don't particularly with your your knowledge of all things English that you say they were, let's let's be at Watford here because Liverpool were unbeaten in the league. And it looked like they were going to go unbeaten until the played Watford and Watford beaten last season. So kudos to Watford for breaking that streak because yeah, he I could imagine that and we had an after the interview. We must have talked to her another hour about that. And I'm new to this EPL thing, but I just I'm fascinated. I Douglas Burdett watched that Sunderland till I died, documentary and then I we can watch it on Saturday and Sunday mornings here in the US and it's just I don't know, it's really fascinating. And then I gotta be honest with you. I have a man crush on David meerman Scott and Marcus Sheridan. I also have a man crush on your Liverpool coach. Peter Sumpton Yagan, Gagan Klopp Douglas Burdett Yeah, man, I could just watch that guy talk all day. I just he's really charismatic and he's not a bad looking guy. So I don't know. I'm sure I've alienated every other fan of every other team. But there you go. Peter Sumpton See the thing The thing is that even even our you call them rivals if like even our rivals turn around and go Yeah, fair play to Juergen Klopp is frustratingly charismatic, which is just amazing. It's just brilliant to see it. Just going back to those myths. I listened to that episode and and it was so satisfying because it almost felt like I could put my soapbox away for the day, and let someone else just stand it and go. And another thing. And another thing, it was Douglas Burdett like, it was like a support group reading that book. And it's like, I can't tell you how many of those I tried to explain to people. And it's just it makes my heart hurt. companies think some of these things about marketing, and I just thought it was a terrific book. And we should mention content DNA by john, Experian. And for variety of reasons. He's such a fantastic writer, and he's just as nice a guy is he is a great writer. I interviewed him the day after Liverpool clinched the championship. I think it was. And so of course, I had to say so john, are you tired? Have you been out all night setting cars on fire? He's not one of those fans. Peter Sumpton He's one No, no, like theatre heat? Yes. Yeah, something like that. Okay, I'm really conscious of time. And we've run over a bit. But there's just one one other thing that I'm not so Douglas Burdett just kidding. Peter Sumpton There's just one other thing that I just want to cover. And that's just looking towards 2021. Because as any decent marketer should be planning for 2021 if not have their plans sorted by now. So what is 2021? Looking like? What's it? What's in store? Do you feel what should we be looking for? What? What should be on our on our radar? Douglas Burdett Oh, I don't know, you know, it's this. Jeff Bezos, the Amazon founder will say, you know, a lot of things are going to change. But the reason they've been so successful is he focuses on the things that are never going to change. People want good prices, selection fast, you know, otherwise, the things change. So I would I know, this is a simple answer, but it's so difficult for companies to do. And that is to be interesting, rather than interrupt what people are interested in, because you really can't interrupt people very well anymore. And trust me as a former New York ad guy, we had a captive audience. We would buy a network television commercial, and stuff would start happening. Yeah, we start selling a lot more soap. So I think that the more that this is, the most successful companies, the most successful marketers are the ones that understand their customers best. And I know that's, I just see it in the in the in the real world, I see it with clients and all these books, it just talks about if you just understand your customers a little bit better, you're going to succeed, you have to be perfect, you have to be a little bit better than the others. And I was talking to a company this week, and they you know, they say, Yeah, we got a lot of content. I said, Well, you know, basically, it's all product information I said, and they said, Well, you know, in this virtual world, we're having trouble breaking through or running pay per click, that's not gonna do anything for us such and such. And I said, Well, you know, why don't you create content that's about your customers problems that are related to what your product will do, because they really don't, we don't really have much interest in anyone's product. In fact, David meerman Scott, he always says, No one cares about your product or service, except you talk about problems rather than products. And you'll start to start to break through. And that's, that's really simple advice. But it's, it seems to be the bane of my existence, in terms of trying to help companies be a bit more empathetic. And, you know, there's a variety of books I can suggest, and it's for the marketers out there, one of the most effective things you can do for your career is to become the expert at your company, on your customers, for more than the sales people. Go and spend time with your customers at least once a month, spend a day with your salespeople once a month, but go and understand your customers find out where the friction is in their life. What are their frustrations? What what are they What do they really want to achieve? You'll start to better understand how you and your products and services fit into the larger scheme of things in that customer's life. And it can it just helps dramatically. Peter Sumpton I'm so I'm so glad you've done because you can ask a lot of people that question or you can read more importantly, read a lot of articles about what's hot in 2021 2022, the future of marketing and all that kind of stuff and the things that they talk about and the obvious so you know more progress. Yeah, all that kind of stuff. And it's, it's just, no, because 90% of the companies will be nowhere near using that type of stuff. They just won't at all. But what you've just had Harris, just just dial that notch up to, you know, that extra percent that 1% better and better and better, and improvements, small scale improvements. So I'm so glad you didn't go on some crazy, crazy route. Douglas Burdett This is the year of mobile. AI, machine learning. Yeah, influencer marketing, all these things are really important things to know about one other little tip for marketers out there. Be careful what you say around civilians. And when I say civilians, I mean anyone at your company who doesn't work in the marketing department, I mean, your management, your sales people, any anybody else, please try to dial down the use of any marketing buzzwords. Don't go talking about buyer personas, don't talk about content, marketing, all these kinds of things. It's not helping you trust me when I tell you that talk about what they're interested in revenue growth, you know, attracting talent, keeping customers, you know, things like that. That's what they're more worried about. And the more that you talk about this marketing stuff, and I can, there's any number of books I can point you to In fact, there's a presentation I give that I update all the time about, like the five most important things. The five most important ideas, or the the five ideas that matter most from over 300 bucks or whatever those are, those are a couple of things that I that I offer up to these folks. And people seem to find it. helpful. So you know what, there was a I'm sorry, good. Peter Sumpton So um, can just be more than the poverty planet become the customer centric revenue generator? Douglas Burdett Yes. So it's so true. You know, he's he's making a joke about something always saying about, a lot of people perceive marketers as arts and crafts, party planners who work in the make it printing department. And if that upsets you, as a marketer, let it go. I mean, there are people who say bad things about Liverpool fans. But you know, that doesn't, you know, maybe maybe jonelle says someone's car and fire, but that doesn't really bother you. It's just the perception that people have out there. And if you understand that, that's what a lot of people think about you. I mean, doesn't mean they think you're a bad person as a marketer, but they're, they just don't understand what marketing does. They think it's promoting. But it's actually quite a bit more than that. So yeah, comment? Peter Sumpton Absolutely. So just to, to wrap it up. One thing I want to say is that if you don't already, please subscribe to the podcast, obviously, but also follow Douglas on LinkedIn, purely for the comments. I can't remember the comment side jokes, I like to tell myself in the books he reads, because Douglas Burdett I'm reading a book, as I'm reading a book. Because I was always the class clown, I'll sometimes see something and I'll write a joke in there. And I'll take a picture of it and put it on LinkedIn. It's called jokes. I tell myself while reading books. And if there's anyone out there that can connect with me on LinkedIn, include a message so I know you're not some spam bot. Not a femme bot, as Austin Powers would say. I'm happy to send your viewers a marketing book, podcast laptop sticker, and a couple of bookmarks anywhere in the world. I got the stamps. Peter Sumpton Mine. I can see mine. They just they just over the just next to my whiteboard. Yeah, obviously these Douglas Burdett next time you go back to a live event, please let me know. And I'll send you a stack of bookmarks. Peter Sumpton Yeah, yes. Brilliant. Douglas Burdett I will flag for the for the Peter Sumpton. peeps. Peter Sumpton Rock on. Yeah, absolutely. Really appreciate that. Douglas, I could honestly spend hours and hours talking to you about marketing and the books you've read and the knowledge you've gained. Really good. I enjoy all the time. And thank you so so much for joining me today. And any final words you'd like to say to anybody that's that's watching. Douglas Burdett 2020 will be over soon. We all have the most boring year next year. Peter Sumpton Love it. Okay. Lucas, thank you so much. Douglas Burdett My pleasure. Thank you for kind words. 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 Lucy Mowatt https://www.linkedin.com/in/lucymowatt/  https://www.methodmarketing.org/  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 Writing has never been my strong point, although creativity and imagination are high up there which is part of my own content strategy, but how about you? Where are your strengths and weaknesses in the content genre? In a world where content really matters, be it driving awareness, gaining attention, educating or even entertaining it is always a good thing to have a process behind you, to keep you on course. Enter Lucy Mowatt and The content Marketing Method. Lucy is an experienced content marketing consultant with more than 10 years’ experience working both in-house and agency-side. Working previously as a magazine editor and now with start-ups and big brands helping them to achieve their goals through strategic content marketing activity. In this episode we cover; - The content Marketing Method: Audit – Strategy – Plan – Delivery – Performance - The best platforms / apps / software to help with developing content - What do most people do wrong when tackling their content plan But first, as Lucy comes from Norwich, there was only one question I had in mind to kick off our chat – Alan Partridge, discuss? Watch the episode video: https://youtu.be/Vgf-BLAfEGg  Takeaways Top Tip Set out your objectives before you do anything in terms of producing content. I would even go one step further and add in all the elements Lucy went on to talk about here such as your audit and strategy. Favourite Quote Apart from discussing Alan Partridge was when Lucy stated ‘a lot of businesses don’t think about the audience enough’ which is so true. Organisations can become very insular and think that EVERYONE cares about them, when in reality… they don’t. Write for the few that do care. And Finally, the Most Important Takeaway from this Episode Is that you don’t have to be on EVERYTHING. Choose your channels and use them well. It’s good to experiment and test the waters, but don’t feel you have to be everywhere all the time. Small step. Doing one channel correctly, consistently, will help you so much more than spreading yourself far too thinly, especially if you are a small company – know your limits and the impact you can have within these. 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 Lila Smith https://saythingsbetter.com/   https://www.linkedin.com/in/lilasmith/  lila@saythingsbetter.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 We can get so caught up in our own business, what it does, what it delivers and how great it is, we can often forget that the way and how we communicate can have a huge effect on someone’s perception of you and your organisation. They say first impressions count, but that doesn’t mean we forget about the second, third or hundredth impression! Every time we interact with our clients, prospects and employees we need to be mindful of the way we communicate, what we are saying and how we are saying it and there is no better person to take us through this topic than Lila Smith (probably the nicest person on the internet). Lila is the creator of ‘Say Things Better’, an Intentional Communication method based on her previous life in the theatre, helping people to, well, say things better. And if you think about it, this makes so much sense, who better to help us with what we are trying to say, understand an audience - what they want and learning to take note of ques and listen to what others are saying! In this episode we cover; - The Say Things Better methodology? - Making sure you resonate with others? - Tips on staying quiet and listening? - How to use different media to communicate Now this podcast episode doesn’t start with the usual question as the start of the video recording was worth sharing on the podcast. Enjoy as we take a look at effectively communicating with Lila Smith. Watch the episode video: https://youtu.be/3yOhgbLrTC0  Takeaways Top Tip Lila says that you need to focus on being present, be in the moment, not in the future or the past, but to understand what is happening now. After all, it’s the only thing we can have any level of control over Favourite Quote ‘listen for intent, not content’, which is hugely powerful. It can help to make us more attentive, more engaged and of course – intentional in our actions. And Finally, the Most Important Takeaway from this Episode Is one of the most important things to remember whenever you’re communicating, with family, in business or to a client. Don’t forget your audience! You audience will have an impact on how we communicate and understanding things from their perspective will help us to Say Things Better. 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) Marketing Theories Explained Series Link: https://bit.ly/3mi35di  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 part six of six. Over the past six weeks we’ve had a slightly different feel on the podcast, It’s just been me, myself and I, as I’ve chatted through six of the most important and influential theory’s within Strategic Marketing. This is the final episode!!! (happy / sad face) This six part series is actually the second season in reviewing, explaining and demonstrating how to use these powerful Marketing tools, but it’s the first time I’ve shared it on the podcast. Why am I doing this? I’ve partnered up with Professional Academy (intro to them later) to bring all those aspiring Marketers six explainer live episodes, which you can catch on a Thursday (link in the show notes) This has been put together to make you a better All-Round Marketer, from Auditing, right through to controls and measurements. This week we take a look at the Balanced Scorecard Watch the video series: https://bit.ly/35AEWrA  Podcast Summary How can the Balanced Scorecard Help YOU as a Strategic Marketer? 1 - Gives a focus on what has to be done to improve performance 2 - Creates integration across multiple departments with a collective goal 3 - Translates strategy into performance measures and targets 4 - Provides a comprehensive view of the company 5 – Produces an openness and transparency of objectives and initiatives 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) Marketing Theories Explained Series Link: https://bit.ly/3mi35di  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 part five of six. Over the next six weeks we’ll have a slightly different feel on the podcast, It’s just going to be me, myself and I, as I chat through six of the most important and influential theory’s within Marketing This six part series is actually the second season in reviewing, explaining and demonstrating how to use these powerful Marketing tools, but it’s the first time I’ve shared it on the podcast. Why am I doing this? I’ve partnered up with Professional Academy (intro to them later) to bring all those aspiring Marketers six explainer live episodes, which you can catch on a Thursday (link in the show notes) This has been put together to make you a better All-Round Marketer, from Auditing, right through to controls and measurements. This week we take a look at Ansoff’s Matrix Watch the video series: https://bit.ly/35AEWrA  Podcast Summary How can Ansoff’s Matrix Help YOU As A Strategic Marketer? 1 - Provides a focus for a company and the strategic direction that is required to achieve buy-in 2 - Simple to use, four components to consider leading to four top level strategic directions 3 - Review a number of strategic directions using two factors and in turn analyse the risks associated with each 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: John Espirian Topic: Marketing and Bad Practices (Social Media) Discussion Points • Automation • Communicating • Being generic • PODS! • And a bit of footi 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 And we're back live on a Friday. And my guest yet again, I've got another guest because no one wants to be alone on a Friday evening delay. And what better guest to have on a Friday than John Espirian. The legend that is. So, John, I'm not going to do your intro. I'm sick of introducing you to be phased in. I'm a podcast twice. I always talk about you on multiple podcasts. So I'm gonna let you do your own intro this time. But enough of me and this is my last time. Yeah, absolutely. John Espirian Yeah, I'm john, Experian. I'm a technical copywriter by trade, I also call myself a LinkedIn nerd, because I've been researching this platform for bloody forever. So I help people with their LinkedIn profiles, I write content for their websites, and try to be an all round most guy where I can. But I'm not gonna be a nice guy today, I think we're gonna have a bit of a moan we can today about social. Yeah, and why not? I think, as always just introduce what we're doing here today. So we're live on Facebook, LinkedIn, and YouTube. If you have any comments, just please post them below as we as we go along. But the reason I do these lives on a Friday is to have a bit of a general chat with somebody about marketing, and, and then whatever that might be. So today, it's social media, bad practice, but let's just call it a social media moan about things that we do what other people do, should I say No boss, obviously, because we're squeaky clean, that other people do that just either bad practice, don't work shouldn't be done. You wouldn't do that in real life. So why don't you do it on a social platform? Those types of things. But before we start, john, I've got a little quiz for you. It's just it's one one quick question. And I want you to tell me, who said this, okay. Don't ever try to sell me on anything. Give me all the information. And I'll make my own decisions. I believe that was Mr. Kardashian, wasn't it? Wait, I mean, your success rate must be so low. So I just think that sales approach just isn't for me. And I can't imagine that it works for anyone to be honest. I mean, you'd feel that there's that much around that it works for some people, but I don't know. I'd be amazed if to find somebody, I'm yet to find somebody in the listening, please speak up and say, do all the time. And it really works. Because we automate it to 60,000 people. And we get to people say, Yeah, well, this is the thing that we see back in the day, if it was, alright, you're going to be using an automation tool to spam loads of people through email, then you can even I didn't agree with that. Either, you can kind of at least see that the finances make sense, because it's not costing you any more to send a message to 500,000 people than it is to 5000 people, or many fewer so so then I can kind of see why automation will work. But on social media, unless you're going to do it through the automated route, then I don't see any any reason why you would try that because it would take me so much effort to get a single lead out of that approach, that maybe people are just automating. And that's that. That's another one of the bad practices is just the the process of doing what I would call Front of House automation is a bad thing, you know, so So I mean, I talked about this in content DNA, it's it's back of house automation is all right, you know, the stuff that you can't see, that makes the business's processes smoother, but that isn't detectable at the front end. That's cool. And that's smart. But front of house, you know, where you can see that they'll start a message with Hey there. Okay, what's automated? You know, just something that obviously looks like it's boilerplate text. I just can't imagine that that that works on the modern social media. Use it definitely doesn't work on me. And I think I know a lot of people actually a lot of people who've been put off, I mean, LinkedIn specifically, but I'm sure this happens everywhere, because they'll say, is just full of sales pitches. Uh huh. And so, you know, it's actually, you know, it's damaging, because the people who might actually have something interesting to say thinking stuff this for a game of soldiers, I'm not going to hold on where someone's just going to be bombing my inbox with all sorts of rubbish. Peter Sumpton I'd love to know if even down to the point of view of, we've got this new product out now, as a post. I'd love to know if that's ever worked for anybody. And I suppose it must, in some industries? Absolutely. But in general on LinkedIn, I'd be amazed if that is a good tactic to to utilise in, in anything on LinkedIn just seems a bit crazy to me. John Espirian Yeah, I think we need to earn the right. Mm, ourselves. And so you know, I've heard some marketers say, well, maybe one in five of your posts could be promotional, maybe one in 10 of your product could be promotional, maybe one in 20 of your posts, it depends on who you listen to. But I think you've got to make sure that you you do something that educates and informs and entertains to earn the right to pitch to people. Peter Sumpton And there's a way of doing that. Yeah. And and the thing that I like about the way you go about what what you do, from your website to social and I suppose we'll we'll cover it in in a little while in terms of being the same everywhere, is that you don't you don't sell you educate, but you do it from the point of view of very much openness and transparency, there's not a lot to hide in terms of what you offer from a business perspective. And what you tell people, you know, you're up front with your rates, you're up front, you push them promote the industry, and other people in it. And it's like, it's just all for the good, really, and why wouldn't that be a thing? John Espirian Yeah, well, I think a lot of people have got that that kind of scared competition mindset. Yeah, you know, the big realisation that most people don't have is that your biggest competitor isn't the guy down the road, who does the same thing as you, the biggest competitor is complete inaction, isn't it, your way your brain is tuned to try and conserve energy not have to make hard decisions. And easy decision for it to make is to do nothing. Mm hmm. Conscious brain is the easiest thing is to do nothing. So that's the competitor you're dealing with. So if you if you're battling that foe, you've got to make it as simple and frictionless and trustworthy to deal with someone as possible so that you can move them to that point where they actually do want to do something. And you're not going to do that by hiding stuff. You know, I think that those days are over now, you know, you can't, you can't keep secrets on the internet. It doesn't work like that. So So I think, you know, quite apart from the fact I think it's just the ethical thing is just to tell people the truth as much as possible. I just think it's the smart business thing to do. I mean, when it comes to decision, who are you going to trust the person who lays out all of the facts, and even some of the flaws? Or someone who just says, you know, shiny, shiny, everything is brilliant. Let's get into a consultation. We'll talk about prices later. Well, no, that's not going to work. You've got to, I think you've got to be more and more transparent. And we'll we'll eventually reach a point where the only successful businesses are the ones who actually do share everything up front. And people can make an informed choice. And there'll be less hoodwinking, hopefully in the future. Peter Sumpton The ones the one thing I've noticed of my career, I suppose we're going to a bit of a tangent, I'll bring it back in a moment. But the one thing that I've I've noticed over over my career is that if you do that standard, go to an event which those event things still exist somewhere in the world. If you if you go to an event and you say, how's business, and the answer is good. That means it's terrible. It's like why wouldn't you just say, Well, I'm actually struggling at the moment to be fair, you know, welcome to business so if if you know anybody that can benefit from what we've got to offer, you know, let's let's connect that I don't understand why there wouldn't be that that honestly I've never got that. John Espirian Yeah, yeah, totally. Peter Sumpton So because you can't have your standard background I feel like I should pick John Espirian my brain blue This can't be right this is not right. And this this this this whole thing is blue in front to me now. Peter Sumpton I very treatable Garrison's. For people that don't know is that well, I'm currently sat in an office in the centre of the champions of England. So in Liverpool City Centre, which is cool England as we know likes to tell people even. And this isn't rock Far from it, but fabulous book. I was talking about this book and talking about it. I'm sure it was yesterday. And yes, it was yesterday with with both our friend, Nicole Osborne. And I can, I can just nice little thing then at the bottom six times, there you go loving. And you're sorry, John Espirian I hope that's out of date soon. Peter Sumpton Yeah. But the thing that I was saying is that i've i've don't read many books, but I've read this book because it was just dead easy to read. It's not too long. It's full of valuable information. And this isn't me blowing smoke up your ass. This is me being perfectly honest. But the thing that I intended to do in life gets in the way is go back through it, and start to mark up the elements that I need to have in my business. And I haven't done that. In fact, I've got two pages in my diary of notes from it. And that is it. But that is on my to do list. So just wanted to highlight the fact that anyone that's listening, check out content DNA, because it's, it's a really good read. It's simple to read and understand what you need to do. And it's just about applying it. And like you said, it's my brain that stopped me from doing that more than anything, because time isn't. Time is never an excuse. John Espirian Yeah, I think I think I mean, your case you've got there, you've got the whole Lego thing going on. And isn't that mark, memorable kind of hook that you've got there? And you know, most people who've seen me on LinkedIn, know that, you know, I'm wearing and now I've got my bitmoji on. And it's like, it's almost like a bit of a cornerstone, isn't it? It's like, you want to occupy that space in people's mind that says, Oh, yeah, it's that guy who does whatever. And they've got really quick and easy way of remembering them. So if that if that Lego marketer is that cartoony, LinkedIn guy, I mean, I'm not saying that everyone needs an avatar in that same way. I think everyone needs a hook. Definitely. Because everyone's coming in the sea of sameness, aren't you? But Peter Sumpton yeah, yeah. And if you if you can link that to your personality, or who you actually are, which I think we both do that, then you're on to a positive thing, because regardless of what how people say it, you know, like, Oh, that's the Lego person or they, you know, they've got that cartoon character that is about them and linked to them. It's that link, it's that association. And it makes it memorable, because they've actually remembered it. They might not remember that the exact phrase or what it is, but they've remembered it because it stands out, like you say, John Espirian yeah, that's the thing. And it's what a lot of people don't do, and they end up kind of being actually they ended up doing what I used to do before, you know, short of a few years ago, where I was just too scared to be myself. And so you end up being really generic in what you do, you know, you just end up really being if you even if you're not a boring person you come across as being really boring and just be you forgettable. And what's the point? What's the point of being on social media, if you're not going to be yourself? discussion the other day and just seeing someone's writing and thinking that's not? That's not right. That's not them. Not? They're not like that. What are they writing like that? They're just, it's, it's, you know, I mean, there are many worse practices on social media. But honestly, if you're not yourself, then you're going to attract the wrong people, or you're not going to attract anyone, in which case, what's the point in any of it? You know, yeah. People you want people to when they actually get into a phone call, or a zoom call, or meeting you in person, if that's ever going to be possible again, and you want them to go, Oh, yeah, you know, you're exactly the way you were in your LinkedIn, or on your website or whatever. You don't want to give people that shock to the system. Like, oh, you're actually really funny and Peter Sumpton well expected. John Espirian Or worse, you know, you've got you've paid someone to, to make you look really polished and funny and whatever online. And actually, you can have delis teach water, but it's just probably the worst. I hate seeing those kind of disconnects. You know, where, where it doesn't all line up. Just that does my head in to be honest. So I won't get as open and honest and real as they can if if you are then then I think you know everyone has something interesting to say you can you can get on quite well with with with social media. That's that's what I found the last years. I just relaxed. I've just been myself. And hey, it's working out. Peter Sumpton Yeah, absolutely. which is which is brilliant to hear at one thing, just just leading on from there. So we both come from a corporate background or we have worked in in those industries before. How and I think you alluded to just then but how long did it take for you to wash that out? Have your system John Espirian probably I'd say about five or six years really relax into into my voice. It took a while, you know, I mean, social media when I, when I set up my own business, I did set up a website Pretty soon, but I didn't get into social media straightaway. So it's kind of a late adopter. And yeah, you know, you're so used to kind of, you've got to wear a shirt and tie mindset. It takes you a while to let go of that and think actually, does anyone care? Like, wouldn't they just rather have a real conversation with a real person? So yeah, sorry, it did take me a while. So it's all very well and good, me telling people, hey, you need to just relax and be yourself. So I can't I can't lecture anyone on this. I'm just, it works when you do. So try to find a way to do it quicker than five or six years, because it will really benefit you if you can. Peter Sumpton But it can be it can be really hard. In Iceland, I sometimes start writing something and then I look back at a sentence and think, why have you written Haha, that's just not. That's not even how you even speak, let alone right? Like, what what are you doing? And then I'll delete and rewrite it because it takes a while to to watch out, I think. John Espirian Yeah. Yeah, it's one of the things I say in the book, actually, it's just the best thing you can do is read your own writing out loud before you commit it to the digital page. And if it doesn't sound like you, you better you better edit it, because someone's gonna see the gaps. You know, someone's gonna guess that, you know, you're not saying something right there. So yeah, it's really important that three important tip to get your content writers to read out loud. Peter Sumpton So yeah, I agree. And I put myself in that bracket. I don't. I'm more of a writer and go kind of bloke and I know I need to work on that. Because sometimes, like typos are my nemesis. But I'm not the best copywriter in the world to be fair, so yeah, I try. But what I'd like to do is focus on an Oh, we've been talking around these topics, but some of those things that really get our go or grind our gears or bad practices on social and things that people can if, if anyone's watching or listening can look to avoid, because it's just like, No, just don't, you might have seen it work. And someone's ended up with 50,000 followers, and they get engagement every single time they post. But I think really like is that just all fluff and rubbish, which it probably is. But that was the first one that interests me is automation. Yeah. So let's just have a quick chat about automation on social platforms. John Espirian Well, I think, again, this is something I used to do. So hey, you know, I'm a reformed, reformed Automator. Back in sort of 2016, I thought that social media was popping on to a scheduling tool for 20 minutes on a Sunday evening, lining up a load of blog posts and other interesting stuff that I've come across during the week, and setting it to shedule throughout the following week, and then getting on with something else. And that was that was social media. And a lot of people still do that. Or they buy actual media manager who does that for them. That's not social media at all. That drip drip bought broadcasting, isn't it? It's not social media, you just putting stuff out, it gets zero likes and comments, and everyone ignores it. What's actually social media isn't about that kind of automation. When I when I came to realise that that wasn't the right way of doing things, when actually thought maybe the best way to do it is actually to be social actually engage in conversation, and, you know, engage on other people's posts, respond to people who are looking at my posts, try and have conversations with them in public and in private through direct messages. You can't automate any of that. You could, I suppose you could pay someone to do that bit for you. But that's just taking the task off your desk, and giving it to someone else who has to become a mimic for you, well, they're probably not gonna be able to do that either very well. But certainly just automating the broadcasting bit on its own isn't gonna work. If you automate the broadcasting and also are around to engage with people and go and seek out other content that you can comment on or, you know, collaborate with and have private conversations. If you're around to do those bits, then then brilliant, but without those bits, your social media ain't very social, and you're not going to get really any results from it. I I can't think of anyone that I know who does do. Just that. broadcasts broadcast broadcast and gets results, apart from the mega influences. So if you're someone who's got a million followers, you can do that. Because Enough of your followers have built up enough loyalty with you that if you just announced some product or whatever, the you know the going by it, and it's not a problem, you can just broadcast don't need to reply to anyone. It'll work. But but you know that that's a vanishingly small proportion of the, the, the social media user base, most people can't get away with that. Peter Sumpton Yeah, I think you've almost got certain certain levels as well. So you've, you've got that bottom tier where you need that interaction, you need that engagement, you need to be on the platform, it needs to be you need to start building and developing and lo and behold, being social, imagine that. But like you said, then there's almost that crossover to well, how big are you actually getting? And how, because if we're, if we're taking that from the point of view of it's a social platform, we need to be social? Well, if you've grown that follow into X amount, then you can't reply to everybody, and you can't be everywhere all the time, then how big are you going, but you're almost like a company rather than a person. And then I think you're in a, in a different realm of what people want to hear from you and how you communicate with them. Anyway. John Espirian Yeah, I mean, I've kind of I've actually wrestled with that problem myself. I haven't really solved it yet. But I'm thinking I know that, if my and, and apologies for just focusing on LinkedIn, but that really is my strong suit. But I know that if I keep growing my LinkedIn following at the same rate that I am now, then it means that in a year's time, I'll have about 60,000 followers, which is quite a lot, right. And, and it wouldn't be that long from there to go to maybe 100,000. Because of course, that kind of snowball effect isn't there, because once people can see someone with a lot of followers, they go on follow them, we actually becomes a lot easier to gain massive numbers once you get to quite big. Whereas kind of going from 1000 to 2000, might be a real slog, but going from 50, to 60,000, actually is probably a walk walk in the park, right? So there comes a point where if you do grow, to be to become really, really big, but then the only way to manage it would then to be to get help, some kind of help, but you have to make sure that your business can sustain it, you know, so, so growing your following really that means that you should be getting more and higher quality business, you know, set either selling more product or, or selling more valuable services so that you can actually support the growing following. Because otherwise, if you're if your income and your available time stays the same, then yes, you're absolutely right, you will hit a point where you're going to go, I'm trying to do all of this myself, but I actually can't service any more people, then then, you know, you'll probably hit some kind of ceiling. But I think that the thing that's given me comfort is I was looking back at something that Kevin Kelly wrote a while ago about this, this idea of 1000 true fans, you know, you need to get the really hardcore people who are in your audience, they'll do your marketing for you, they'll do for you. If you've got more followers than actually you need that that's not you know, it's not really a problem. You need to service the real hardcore fans, we're going to take your message out to the masses. Yeah. And for most businesses, unless you're a kind of stalking, high selling low kind of business. You don't need, you don't need thousands and thousands of people to turn into customers, you know, you might need 50 customers. Were the 10 customers. So does it matter? It may be it doesn't matter to think I've got to keep growing, got to keep growing. Got to keep growing. Maybe you don't. Peter Sumpton Yeah. And it's certainly something that I give a lot of consideration to, and certainly something that Yeah, I wrestle with quite a lot into I see things like and we'll come on to it in a minute. But we're really interested in chat thing, but I see things like butt pods, and let me explain where I'm going here. But I see things I like to see things like automation, and I see things like that clearly not them posting it. And I know some people on LinkedIn that don't do that posting. They do some engagement with that with them. But they don't do that posting and some part of me thinks, yeah, I get that to a certain extent because it grows in businesses. It's, it gets you more. It gets you to people, sorry, let me face that. It gets more people viewing your content, whether they're the right people, that's debatable, but then you're more exposed. People, more people see you because like you were saying it kind of snowballs. And then once you're there, then people could start to resonate. But then there's that other side. That's like, that's just completely unethical. It's like, why would you do these practices? What, what's wrong with building slow and going slow, because you're one person at the end of the day, and yet you might build a team around you. But so it's one thing that really, really, I, I wrestle with all the time. And it goes back to what you're saying it's don't focus on the number, because if you if you ever listened to Seth Godin at all, he always mentions the Grateful Dead. And I don't think they had, I think they either had one number one hit, or they had a one top 10 hit. And they were absolutely huge, because they just focused on that core funds. And, and those core funds went to went to see them live like 50 100 times. Yeah. John Espirian Yeah, I think I think is it David? David meerman, Scott's got a book about the Marketing Secrets of the Grateful Dead something like okay, Peter Sumpton right. Okay. That's cool. John Espirian Yeah, they obviously they obviously knew their fans really well and profited from it. So yeah. Oh, yeah. pods. I mean, just wow. I think they are totally unethical. And I call in my, I've got a course called how not to be a LinkedIn loser. And in there, I just say that the pods are really like an unholy alliance between people who are often in different businesses. And that that is a real problem, I think, because you imagine that you're, you know, you're a marketer. And imagine that you're in a, you're in a pod. So it's a, for those who haven't been introduced to pods. They're sometimes formal, but usually a loose agreement between a group of people that when one person posts something, everyone else in that group will go And like and comment and share in order that the post will be seen by more people. But you know, if you're a marketer, and you're in a pod with a logo designer, and landscape gardener, the foreman pool technician, right, and then you know, you're going to be boosting their content by commenting on it. Well, first of all, that's going to take you some time to go and engage. But second of all, and possibly more importantly, you're going to be referring some of that content into the feeds of the people who follow you. So people, or you say, right, pizza mark, or I need some marketing knowledge. Brilliant, I'm going to follow Pete, I'm going to connect with Pete and therefore I'm following him. Great, I'm going to get some marketing insights. And then they see you say, you know, Pete commented on so and so swimming repair post, what, what's that about? And then he did on sound, sound logo design thing. Hang on, I'm here to learn about marketing study or whatever, that's not relevant to me. It's idea of, it's this idea of the extended content footprint, right? your content footprint is the stuff that you create directly. And obviously, you're in full control of that, what you're not quite in full control of is the fuzzy outline of it, the extended content footprint, which is all of the stuff that you interact with, has a chance of being referred into the feeds the people who follow you. And if that's not super relevant to them, there's they might unfollow you, and if they do unfollow, you probably never gonna get them back. And then you're essentially dead to them. So pod means that, you know, you increase the risk of that kind of thing happening. And also, you know, LinkedIn being the way it is, it'll, it will get more intelligent over time. And if it sees the same five people, or however many people commenting on something, within a few minutes of that thing going live, it might go, maybe they were primed to do that. Maybe they didn't see that naturally, and decided to comment on it. In which case, you know, LinkedIn are very, very happy to close you down, if they think that you're breaking the rules, they're pretty hot on their user agreement. So it's just a, just a generally bad thing to do all around. So in general, just that visibility for visibility sake, you unless you know, something more about, you know, the people are likely to see the content, it's probably not gonna be very valuable to you. And it's just a sign of bad practice is trying to cheat the system, trying to get quick, early engagement. And I don't think I don't think it really works. And the people who tend to be in the pods aren't posting the quality material. You know, you can it's just not very good stuff, but it's been boosted by others and, and experienced that can see through that, and I don't think it's going to serve them in the long run. Peter Sumpton So I've just been talking about pods on like, another group and it's a group of podcasters two completely different things, by the way, but let's just do that. Maybe just as in pods, and a group of podcasters, and we've got this group, and we share when we post things, but we don't we don't say, like, push my content, push my content, if it's relevant, then comment. If it's not, then it's like, yes, that's fine. I'm just gonna leave that. But we, you know, it's not it's not a pod. It's a group of people. And we come together, and we do like, group talks and stuff like that. And I think that's absolutely fine. It, it's this bad practice of, and to the worst extent, you pay to be in here, and we will boost your content. I haven't I mean, that's just, John Espirian yeah, I know, businesses based on that. I don't know how they're still operating, to be honest. Because it can shut down. But, you know, if you do get into any kind of arrangement like that, just just watch out. Because if someone look, right, if you're in a pod, and someone posts something that you disagree with, what you gonna do, you know, someone, vote Trump, and you go, Oh, God, hang on, I've just said that I'm gonna support all this stuff, and like and share and comment on it. Am I gonna call you out publicly? Probably not. Am I gonna have to support something I don't believe in Oh, dear. What, what do I do? How on earth do you kind of work that out? So you've got to make sure that you stay on the same page and be friendly about everything that you do. And if someone's posting complete Tosh, you've got to support it anyway. I just think it's bad practice. So yeah, what you just said, if you've got like minded people all working to the same goal, you know, in the same industry, and there's no mandate that says you must share this, you know, if you want, you can if you don't want to, that's fine as well, then then you know, that, that that's just a group of friends. Peter Sumpton And that's pretty much how it feels. It's Yeah, it's an amazing thing. John Espirian And, you know, there's, there's no problem with that, but but trying to formalise it and certainly paying for it cool. Yeah. Peter Sumpton Yeah. I mean, that that goes back to bad practices, such as we'll get you number one in Google, that really just talk talk me through that, God, just talk me through that. How are you going to do that? John Espirian And also dodging tricks with search engine optimization, I guess. But I guess that button links back to people being easy to dupe. It's sad. Peter Sumpton Yeah. John Espirian That That kind of thing could happen. But yeah, Peter Sumpton that's I was listening to a podcast once and I can't remember who it was that was on there. I'm sure it was eyes, podcast off Lago workshop, or whatever he wants to call it, because she's, she's an amazing person. But the person said, they said, Google used to be stupid. It's not anymore. And it's like, Yeah, you've got a point because the used to be some dark arts that worked to a certain extent. But no, Google's a little more sophisticated than that nowadays. And if anybody thinks that, or anybody tells you that they can get you number one for something. It's unless you're in that field, unless you've got that credibility, fundamental ly plus, but doesn't take into consideration anything else. Other people search, what they've been searching their location, all that kind of stuff. It's just a nonsense. John Espirian Yeah. Well, I mean, I think I can't remember the exact the exact way he phrased it, but Andy crestodina, in his, in his writing talks about, you know, Google is is a massive, massive business, and it hires the best people, and could easily have 10,000 100,000, let's say, have the world's best computer scientists working on their product, the new thing that you and your website can fool. Because if you do in the wrong game, they're gonna beat you aren't them. They're gonna suss you out. So if you if you want to match yourself against all those nerds in those lab coats who are working on this every day to serve up the best possible results, you're on your own loser, don't bother, just do this create content that actual humans would want to read and comment on and share. And that way Google will learn that you've got something of value Peter Sumpton Absolutely. So I want to finish on a positive let's let's try and do that for Friday evening. So what what tactics are what's working well on on LinkedIn right now what could people deploy that's what I'm not talking about the you know will will join apart and ultimately content not that kind of tactic I'm talking about his will video seems to be working quite well because and or just just standard copy LinkedIn stories that seems to be getting a push at the moment. You know, what's what's working well? John Espirian Well, I mean, every time LinkedIn producing new feature that tends to get a boost. So it hasn't been that long since LinkedIn polls have been out. So at the start, when someone would post a LinkedIn poll, it would get a lot of visibility, because it's a new feature. latest new thing on the block is LinkedIn story so that I only had that for only a week in the UK. But that has got high visibility in the LinkedIn mobile app, and is a really good way of getting engagement, actually, because I've only done a couple of stories so far, but I've had a lot of direct messages off the back of mind. And so and what that means is that you get into more conversations. And that's actually where all of the business happens is, is through public comments and private conversation. So the more things that you can do to spark those conversations, the more chance you are getting better success from LinkedIn. And so so do invest in in, you know, creating some stories, if you haven't already tried them. All of my stats show that text only will still work the best on LinkedIn versus image posts, which you know, that that flies in the face of everything. The other social platforms. So text only posts work really well, document posts work really well, because there's been, there's been a change in the LinkedIn algorithm a few months ago, which means that it now benefits, you know, it, it rewards people for high dwell time on a post. So in other words, the amount of time that someone spends looking at the post, okay, could, you know, correlates this in, to some extent, with the success of that post. So if you, if you create a video, then that then people have to watch that for a while if they can actually consume it in any way. So that's good for dwell time. And if you create a document post, so that's something like a slide, you know, PDF carousel slideshow thing. That's something that takes people a while to click through. But that also means LinkedIn will go, whoo, they're spending some time on this, it's probably good. Let's show it to lots of people. So videos and document posts get really good numbers. That's what that's where it's worth. That's where it's worth investing a little bit of time in creating that kind of content. And also, you've got there's, there's now a featured section, for LinkedIn profiles of your profile, you can feature your best piece of content. So whatever it is that you're promoting, it's a good idea to put that up in the top of this featured section so that people browsing your profile can learn a bit more about you. And as much as possible, leave your salesy stuff for your profile, and leave your explanatory helpful, you know, personality stuff for your content. So you know, content tells profile sells, think of it like that, put your put your you know, your more sales focused messages in your profile for the people who are going to do the due diligence on you and say, Peter Sumpton one thing I hadn't hadn't thought of there and you raised it, and it's a bit of a genius ploy in it makes more sense why LinkedIn have got stories on there is because you, you really need to start that communication, one to one on an individual basis to build that relationship. And it's very rare that you would have that conversation on a on a post in an open platform. That is Oh, yeah, I want to buy from you. Let's Let's char, but through a DM and that's what LinkedIn stories does. It diverts everyone into into your dm which, which is a genius move John Espirian now. Yeah, no, and it's worked for me, you know, one of my stories, someone's who'd been connecting with me for a while said, you know, they were thinking about, maybe they should hire me to create some LinkedIn content for them, and maybe they wouldn't have got in touch if I just done it. So it definitely can work. You need to, you need to have got over that earlier mindset thing that we talked about, about being yourself, because you can't be you shouldn't be a fake person, if you're going to be doing stories, because that's really quite broad. Just everyday stuff, isn't it? So you need to kind of be be comfortable with that. But also remember that people aren't expecting polished perfection, especially in in, you know, in in a story format, and it goes after 24 hours anyway. So you're not going to have kind of, it's not going to be something that's going to embarrass you, you know, six years down the line. it'll it'll be gone. So yeah, just share a bit of that bit of a personal story, a bit of what's going on in your day, the behind the scenes stuff. We really useful in in getting closer to your audience, I think. Peter Sumpton And I think I think we'll wrap it up here. But one thing you just said, Ben, I think he's just absolutely bang on. You just said that that person might not get got in touch if 100 on that. And that is just an absolute 100% reason why you should be creating valuable, interesting content for the people you want to attract. Because there's a lot There's a lot of lurkers, and rightly so because we all consume content and we don't comment, like or share or whatever. And you don't know who's watching and you don't know how helpful you're potentially being to that one person. And that's what I always think I always think, okay, if I post this or I have this live with, with with you, john, or whoever, as long as I'm helping that one person as long as one person gets a little bit of value or thinks that's a good idea. I'm happy with that. 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) Marketing Theories Explained Series Link: https://bit.ly/3mi35di  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 part four of six. Over the next six weeks we’ll have a slightly different feel on the podcast, It’s just going to be me, myself and I, as I chat through six of the most important and influential theory’s within Marketing This six part series is actually the second season in reviewing, explaining and demonstrating how to use these powerful Marketing tools, but it’s the first time I’ve shared it on the podcast. Why am I doing this? I’ve partnered up with Professional Academy (intro to them later) to bring all those aspiring Marketers six explainer live episodes, which you can catch on a Thursday (link in the show notes) This has been put together to make you a better All-Round Marketer, from Auditing, right through to controls and measurements. This week we take a look at Segmentation, Targeting and Positioning (STP) and Personas Watch the video series: https://bit.ly/35AEWrA  Podcast Summary How can STP and Personas Help YOU As A Strategic Marketer? 1 - Starts to build a picture as to who your target market is. Not just who they are, but what resonates with them and how best to communicate with them 2 – It can help you develop a competitive position with the intention of targeting a specified group more efficiently 3 – Helps the whole business gain clarity on the most profitable areas of the business and your market 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: Lenka Koppova Topic: Marketing and Social Media Events Discussion Points • What does it take in 2020 to coordinate an event? • What is different from previous years? • What is the best thing about organisation them? • And what's the hardest thing about online events? • What are your social media tips for 2021? 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 And we're live. We're back live and I've got a guest this week or two weeks it just me. So it's great that I have got a guest again this week and what a privilege to have lenker cup of are with me today on marketing study lab live, first of all, Lenka thank you so much Samuel, do this. And joining me, of course, happy to be here. Thank you for having me. Excellent. So as the ticker at the bottom says, we're going to be talking about marketing, and social media, but social media events as well. And we'll come on to that in a little bit after you have just explained to the audience a little bit more about yourself about the wonderful world of Lincoln. Lenka Koppova Okay, so Hello, everyone. I'm Lanka, and I'm a social media consultant. And aside from running my own business, doing social media strategies, and content and trainings, I'm also the founder of Cambridge social media, which is an organisation it's a community for small business owners and freelancers where we all help each other. And we support our community with anything social media marketing related. And from there, we started with monthly meetups, which obviously, this year, is not as easy to run in person meetups. So we've turned our monthly meetups into weekly Facebook, live training sessions and zoom workshops. And I'm also the organiser of embrittled. Media Day, which again, this year going virtual. So it's a conference in November, and I'm super happy that Peter is running a session for us as well. Peter Sumpton Yes, so am I thank you so much for the opportunity to do that, really looking forward to that as well. And you'll see that over social in the coming weeks, but really super excited for that and to be part of it and to get to know a bit of your community as well, which will be really, really cool. Okay, so like I said, At the start, all we're going to do today is have a bit of a chat around social media events. So first and foremost, if people got any questions, post them in the comments, and we'll get around to them, or just say hello, or a shout out or whatever you want to do. That's fine with me. But so first Lanka, 2020 has been a bit different over the years, from from, you know, for the past 2030 years, it's been slightly different to what we used to. How have you had to Well, first of all, how did you make the decision to go ahead with your events? And secondly, what changed? You know, first, let's do one question at a time. How did you make that decision to do this? Lenka Koppova It was very interesting this year, because I run to in person events in the past two years. And it's kind of started as my side project with it just blows my idea after running a couple of meetups to be like, How hard could it be to run all day conference for about 200 people? How did you imagine? years in a row people loved it. But it was very stressful. So I was at the end of last year finished this event in November and it was kind of pondering what to do next. And I found a part partners, I found, you know, one of my business colleagues, Alex Hughes from shift T's who we've known each other for a while, and we had a couple of conversations about what I want, where he's heading, where I'm heading to be like, well actually sounds like a perfect partnerships. So then we nail down the plan, we were had a very ambitious plan for the third annual Cambridge Social Media Day, we plan to change venues go bigger and better. And we made an announcement first week of March that we're doing it, it will be bigger and better. And a week later, like what just happened? So we were back to the drawing board to be like, so what do we do? Do we postpone the oven and make do nothing? Or do we hope that it will be okay in November? Because you know, in March, it looks like it might be discovered. And everything will be okay in November? Or do we go to Safeway, we still want to do something for the audience. We still want to keep the momentum of year or the events doing we still want to celebrate. So let's do it online. And let's figure out a way to bring the best conference the best event the best virtual experience for people or communities online. Peter Sumpton Mm hmm. Excellent. So yeah, a bit of a no brainer, but still something that you really have to consider because I'm guessing the way you would lead up to that and will not necessarily lead up to it but structure it is usually different. So what are the differences that you're seeing? Because you're right in the middle of this now the differences you're seeing from trying to organise something that's that's face to face that's offline to something that is less classes virtual, I don't really like that phrase. Well, that's classes virtual. Lenka Koppova It's interesting because the feedback that we've got from the past events and the things that really matter to me during organising these events was the people vibe, the friendliness didn't come up, you're really the energy of other people, which is the hardest thing to do online. So when we thought about is, obviously I wanted to have great speakers, I wanted to have great content I wanted to make sure they were providing is relevant. It's timely, it's helpful. It's designed for our audience. But the biggest challenge was thinking about how we do we translate our values of really to community feel and positive friendly vibe online. And I consulted with a couple of facilitators, people who are like workshop hosts, and who had to turn their whole business virtual this year, to break down event to make sure did we pay attention to people's energy that we don't just overwhelm them with videos, and just staring at a screen, some time a wall or some exercises away. And it also we have a tool that supports what we do to support this feeling of online interactions. And it allows us us as much as we can to represent the real life feeling and look and atmosphere of in person event. And I think we found a solution, I think we find a pretty cool tool. And we plan the layout of the event, vertical layout to replanning virtual out for our virtual conference room and conference building. And we've planned a lineup and agenda of those two days with the mind of people's energy. And they're not only for them to learn some factual things, but to have as many opportunities as possible to interact, network meet, and build partnership, build connections, find people like them, because I always remember people coming year after year, to me from those conferences to be like this person that I've met, I sit next to, you know, we started working together, we started accountability group to get to where we started this, and I want this to translate on my event as much as we can. Peter Sumpton Yeah, I mean, it's, it's a big ask in some ways, but from a positive point of view, people have had at least half a year to get used to communicating more on on tools such as stream yard, or zoom, or teams, or you named 610 20 100 of them. At this moment in time, you know, we always got chairs and those back in during life would be slightly different right now I expect. And so with with the actual event, then I'm just interested to know, I mean, I do know, but it'd be good for people that are watching or listening to know that. So it's, it's a social media event. So the folks on social media fantastic. But that isn't just the topics that you're going to be covering. So why, first of all, if you could explain just a couple of the topics that are, you know, exciting for you, as the creator of the event. But secondly, why you covering topics that might not be specifically geared towards social media. Lenka Koppova So even though it is a Cambridge Social Media Day, and the main theme is social media marketing, I always tell my community, I always tell my clients that social media can't stay alone, not only marketing tactics can stand alone, you can't do just video marketing. You can't do just email marketing, you can't do just the SEO. It's all not only all digital tools, but all marketing tools and tactics and techniques, they need to be complemented to each other, they need to be put into a planning strategy. So that's where we do focus on social media, a lot of our content will be platform specific or social media content specific. But we then have other topics that are relevant this year is kind of overall theme is focused on customer experience, and delivering great customer feeling, customer journey, customer experience being online, which is what we most of us can do, but also thinking about how can you improve the current or foreign experience and the future of flight experience. And then we have couple sessions are looking at marketing automation and looking at building lists. Because no matter how much I left social media, I still know that built using social media purely it's building a house on a rented land algorithm can change, someone can hack your account, this can go wrong and out of nowhere where you're with nothing. So we do put a lot of emphasis on having your own website, having your own CRM, having your own mailing list and using social media to drive these other kind of communities that you have a bigger feel of ownership and if something happens, you have something that is actually own and you can then still connect with your community and customers and prospects. Peter Sumpton I'm so I'm so glad you said that. So I've got the way I explained that is. And this comes down to the old Olden upin, and the merge if you like. And, you know, everybody likes a bit of merge as long as you're not paying for it. And so I always explain it, in terms of that isn't really going to move somebody to purchase very much. But it's just 1% of what you should be doing. And if you have 99, or the 1%, that's a huge shift. So a pen alone with your logo on isn't going to shift people that much, but it's more brand awareness. And in the grand scheme of things, if you're doing other elements, including merchandise, that's a bigger proposition than just the one channel or the one piece of merchandise, which is exactly what your say, saying in terms of just having social media alone is precarious, because that changes. So you know, you have to really think of your strategy, which is, which is really cool. So this year is about customer experience, then. So let's just shift it towards social for this moment in time. And what kind of thing should we be looking at on social to generate a better customer experience them. Lenka Koppova So first things first, it's about being aware where on social media you're active, where you have accounts, if they have been used, if they not been used, then why you have them and just do a little bit of an audit to actually be aware where your customers might come across you. And if they come across you There is everything working if they learned and your Facebook page and send you a message will use it and he will be able to respond if not put processes in place to either close on account or make sure that it's very clear to people that you know, this is not your active platform to go and delete direct messages here and there email recall you never will be my first advice is just making sure that you look at all the potential windows and doors where people can kind of run away and mess on. So it's just about for me with social media, it is about not selling all the time. Even though Yes, we use social media marketing to promote the customer experience is all about them. It's about providing them with value, building relationships, connecting with them, helping them serving them, finding the pain that your customers and prospects have, and how you can use social media and content and social media to help them and providing value without actually being just buy from me selling or no one has signed up to LinkedIn or Facebook or especially places like Instagram, to be bombarded by ads and be sold to we're coming to social media to connect to get updates and get news to be entertained, to be hired. We're not coming there to see advertising. So it will see advertising, then it needs to serve us it needs to help us with whatever it is that we need to need to be interesting. It needs to be engaging. And it needs to be helpful. Peter Sumpton Yeah, absolutely. And it was interesting for me when you see maybe something that is on the surface dry and a bit dull and boring. And people think that, well, there's nothing we can say that is of interest, you know, we do whatever it might be. And I'm not I'm not picking on any industry here. But for example, we do insurance. So what the hell can we say? It's just it's boring, everybody has to have it. But you know, they don't really want it, we're just asking for their money. So they, whatever it might be, but even even that you look at, you know, compare the near car and go compare and all that kind of stuff. And it's most that's got nothing to do with insurance. So similar thing on social for small, medium, or large companies that it's not just about what you do, it's, it's about that brand and that culture and and pushing something to people that they will resonate with your audience like, like you were saying they're absolutely superb. Do you think that when people start to use different social platforms, there's that worry that they chase that new shiny thing? And are you a fan of just focusing on one platform at a time? Or would you say have a healthy mix? Or what's your what's your take on that? Lenka Koppova Yeah, I'm definitely suggesting people to be aware of trying to be everywhere and spreading themselves too thinly, especially audience in the community and working with where it's people who tend to do their own marketing. They don't have a big marketing team. They don't have too much time to do very really limited resources. So my suggestion always is pick one or two. Priority platforms, platforms where you know, did your target customers are, but also the platforms that you would enjoy. You know, using, there's no point of picking a platform that someone suggested because of demographic research, it's being said that it's more like most likely to have your target customers there. But you are just dreading and hating the user interface the way it works. We're on board ahead, you love being on Instagram, and you love doing stories and you love talking to people. And even though maybe Instagram is not the number one platform that you would expect your customers to be, still can work perfectly. And you still have these days, all the platforms have pretty balanced, you know, demographics, you know, all sorts of people on all sorts of bathrooms, I don't think it's like, very demanding to say like, only Instagram will work for your own Twitter will refer. But I would say pick one platform or two that you enjoy, and that you really can see yourself spending time on creating content for and in engaging with people on Peter Sumpton is probably something that you can resonate with. And that's that's FOMO. What would you say to somebody that that is, and again, is probably reiterating what you said, but what would you say to somebody that is say, focus on Instagram, and they're getting engagement there, and I was worried I'm missing out on Facebook, or I'm worried I'm missing out on LinkedIn, you know, what would you What do you advise them, like test the water or stay stay true to what you know, Lenka Koppova I would always say if you want to experiment, you can dedicate like 10% of your time to experiment and keep an eye on other platforms. I'm not saying that you should not be on all channels, you can have profiles and keep them kind of maintain on all the channels and really on deep dive on one platform. But I would say yeah, try to really appreciate the platform that you're using. Because especially like now, but it's been a trend in social media, social media networks are changing so fast. Even I can't keep up with all the new tools, new updates, new features, new days on all the channels. And this is my business, I can't imagine how you know, anyone who has a business whose focus is fotografie, flowers, consultants, anything else and doing marketing and social media marketing is just 10 20% of their time and how they can stay on top of all the new Instagram stories, reels, guides, HGTV live all the stickers, all the algorithm changes all the things and really be able to use and leverage the platform properly. Like today, I discovered in LinkedIn has a newsletter feature. Never heard of it before. All this is pretty cool. But again, LinkedIn is not my number one platform. That's why I don't know these things. But if I was, I would hope that I know about it. And I've considered it for my strategy. Peter Sumpton Doing I mean, LinkedIn is probably my main platform, and that I love it. But it can be as frustrating as hell because like exactly what you said they release things. And they only release it to a certain amount of people. And then that gets around the world. And it's like, why the hell Haven't we got this and it's only select month people and all that kind of stuff, which is hugely frustrating. But I don't get that feel from all the platforms that they really do that. You know, I feel that they're much more we've tested it and pretty much everyone can have it or am I missing something there? Is that the case on all of them? Lenka Koppova There's still box I think other platforms do it less today, once they decide to launch something they tested in couple countries and India launches globally. But like for example, I have five client Instagram accounts. On three of them. I have a new app layout on the rest of them. I have rails on my personal like create a business account I don't have rails feels the same with Facebook. Like I didn't have a new Facebook layout. It's never been switched to me I don't have the option to switch I'm like you don't like me Why? Why me? Why my personal account why my business like a why all my clients do have it and I can use it for them, but I cannot use it for myself. So I think LinkedIn is a worst. Twitter is also really bad in announcing new features. There tend to hide lots of the features to be like we've released something, but only if you know then you will know what otherwise you will not know like media studio is one of the best hidden features of Twitter and pretty much no one knows that it exists. It's like the best way for you to sharing videos and any kind of media on Twitter. Peter Sumpton Okay, I've never heard of that. Lenka Koppova Exactly. There's still not enough video content on which is one of the reasons Muito is still under utilised and there's a lot more opportunities for people to do more video content. But because Twitter has certain restrictions, and then you can't have this and that out of nowhere, people don't use it. But if you notice, there is a media studio where you can upload Oreo media, your videos, you can actually add a description and a clickable call to action to videos, you can shoot over there within Twitter, out of nowhere Mind blown, you get so much more with this platform. But as he said, No one knows this. Peter Sumpton That's, that's crazy. I've just I've just noticed I'm fairly new to stream yard. But if I click that, it's a bit better. We've got we've got more room. And I must admit, I'm obviously not at home. I'm in an office. And I've just realised it almost looks like I've just put this big, bright light all the way behind me. It's just a white wall over it just looks a bit startling. So I need to learn from that. Really. Sorry. Anyway, just a couple of shoutouts. Really so Phil's joined us. He just says hello. And then this thing. It's streaming, I got salty, but I think you need to GDPR stuff with stream yard. And that was it was that that was Tony. That sound that Hello. So hello. Hello. Anyone that's watching just out of interest. What's your what platform Do you enjoy using them the most. Lenka Koppova I enjoy Instagram the most I enjoy stories. I enjoy Rios, I really enjoyed it. It's very personal. It's very in the moment. It's really kind of real and authentic. And it's still you can still do great business there. But it feels very friendly. I do like LinkedIn. And they're like this year, LinkedIn has been fantastic in the amount of really quality engagement and support. It's been happening on LinkedIn. But I prefer like I do my own social media kind of interruptions mainly on mobile. And I just find Instagram is the most mobile friendly, and the most fun. Peter Sumpton Okay, but let's see, I don't use Instagram at all. I just don't I don't know, I think it's just that one too many for me. And just I've never really got around to utilising it in any way shape or form. But there you go. It's just your preferences. And there Lenka Koppova it is. And you know, I love it. Because part of it part of my lifestyle and my business brand. It is all about travel. And it is all about a lifestyle. And I love travelling, I love eating out. I love taking photos of these things. And you know, just the perfect and second place. And that's how I built my brand. People know that not only I do social media, but people know me for me, they know me for my hiking, or my dog. They know me for my you know, latte art and all the food I go to. And it's a thing that people will remember, as well as the date I do social media, so it's more likely for them to remember me really build the connection with me. And if they ever need me, they know they can find me. Peter Sumpton Yeah, and because I'm not on Instagram, I just got a glimpse of that. So So I've seen some of your photos. And yeah, you go to some amazing places, and it's really cool. Maybe not that many. Lenka Koppova I managed. I managed a little bit this year, and I managed to move where I am right now. Back home and the countryside in my family. So I managed to Peter Sumpton I'm just getting some feedback. It's like that's, I think that's my end. That's weird. Lenka Koppova Like, I hear people talking to someone else. Peter Sumpton I don't know, there's no one in this office. That's a bit freaky. Anyway, it seems Lenka Koppova like there's no one in this house right now. So it's got to be coming from me. Peter Sumpton That's a bit scary. Yeah, there's literally nobody in this office. Anyway, okay. Let's move on. Let's just blame that on Instagram. And then this, this is a really, really big question for me. Okay. So and I hear this a lot and I've got my own answer to this, but you deal with a lot, lot more smaller businesses than I do. People must one of the questions you must get asked a lot is I just don't have the time to do it. So what I say to people that that say I haven't got the time. Lenka Koppova Um, I would say to people who don't have the time, you know, consider what it can do for you consider what benefits why would you use it, it's not using social media for the sake of using social media. If you want to use social media just to be on social media, then it's not ill advice. But social media should be a reason for using it or should be a reason to repurpose, you should be using strategically. So it's always an excuse, I don't have time to go to gym, I don't have time to eat healthy, I don't have properties. Like if I know the goal, if I know why am I doing it not just because everyone telling me and I see on Instagram, you should be going to gym. But if I want to feel better, I want to be healthier, if I want to be more capable, then I will exercise I will eat. And the same goes for social media. If you want social media marketing to work for you, if you see it as a helpful beneficial tool that can help your business to grow can help you to get the lifestyle that you want, that can give you this time and space and freedom and revenue that you want. And you will make it a priority to put a plan in place, pick a metaphor, and invest the time into it. And I would say to social media, especially at the beginning feels like a big time commitment and a big investment. And it definitely is something that you will have to do forever and ever. But at the same time, if you build it in this time, then over time eight will be much easier to keep it ticking over if you keep it activated, to keep deletes coming through there. So it will become your second nature, you will figure out the processes. And actually, if you put an investment in then it will really help you. It has the potential to help you to have the business and the life that you want. Hmm, Peter Sumpton yeah, I agree. And I might take work, particularly when I'm teaching. And people all have busy lives. And you know that they're working, they're studying, they want some sort of social life. And so I've got no time. And the first thing I say to them, is because sometimes you need that commitment. Particularly if you're going to add something extra to your life, either Something has to move and shift, or you need to find that time somewhere. So I always say, Okay, so what did you do last weekend? And usually the answer is either Netflix or chilled out or did something. And I'm just like, Well, there you go. Just take just and I'm not advocating working over weekends, everyone's got a different preference. Or it's almost like, okay, we'll take half an hour out of your evening or half an hour out of a Saturday and Sunday. You've clawed back. What that's that's like three to four hours a week, just for half an hour each evening, or in the morning, get an extra half hour. And it doesn't have to be that all because like you said, socials, huge, it's daunting, how do I cover everything, just start small, just just don't cover everything, just start small, there's always ways to find time. Lenka Koppova Yeah, I would say if it really is such a big thing, and you don't have really don't have the opportunity to put the time aside to really build a strong plan and strategy. And you really want to do something, the best thing you can do on social media, it's be present. So even if it's that you don't have the time to really create content and put all the effort in to do videos, do training, do blog posts, do this because yes, it can be time consuming. Even if all you can do is spend five minutes with your coffee in the morning or after your lunch break. Instead of watching Tic Tock and YouTube videos, spend the time go to whichever platform and look what other people have posted. Find the people who are your ideal customers, follow them, connect with them comment on their stuff here, just dm them and start building the relationship seed as you're building friendships like the same way to check in on your family. And you would check it in your friends. build this habit of checking in on your social media community. And even this just very passively without pushing content out there. But kind of proactively reaching out to people connecting with them. Even if you just comment on their stuff. We share their content, you know, give them a thumbs up and give them a lift up. That's an amazing time investment that will pay off for your business. Peter Sumpton Yeah, I completely agree. It's, I always try to explain it to people as you need to see these platforms. If you're a business owner or you're in business or you want to use it from that respect. You need to see them very differently to what you have been seeing them because they're not like you said it's not you're not going on there to aid say socialised. You're not going on there to use it for what it was built for. You're going on there to engage in a very, very different way. And you need to it's a complete different mind shift for some people. And as soon as you see that mind shift As soon as you see that difference, the platform's become very different places. Like I've met some amazing people, you know, I mean, you purely through LinkedIn, and probably through through somebody else, LinkedIn. And it's just it's that craziness. And and if I was on there just for watching videos or consuming the content, I've simply, I wouldn't be speaking to you right now. And that's that's that will be a sad world. Lenka Koppova Exactly. It's really unlock so much opportunities business wise, like, obviously most of my business comes from social comes from being on social media, but it is less about the content that I put out there even though yes, I do put books and I have ebooks and no, I do video training. But it then comes to me just showing up to when people post something when I see the day do something that they cried, and I'm just like commenting and sharing and liking. They remember that they remember how that made them feel that someone gave and comes up with someone supported them. And if they then need your help, they're more likely to come to you. So is really helpful if you just build relationships and help others genuinely. Peter Sumpton And like you said, Just you don't even have to push yourself just just get involved, just common. And that that is that is just taken, tap away. And that's what that's all it is just start with that. And it might not be for you. That's the thing, and but you just learn as you go along. But I think that was the thing for me with Instagram, I probably didn't use it to the best of my ability, but it just didn't work for me in the way that I I work. Lenka Koppova And that's absolutely fine. Again, you just do you and you'd be where you want to be. But I think that every platform these days gives you all the accessibility options. So I know that some people are not the ones who which type. And other people are not the ones who do video, and other people are not the ones who would like to talk. So you have two options. You can type, you can record audio, you can record videos, you can communicate with people in the way that feels the most natural to you. Peter Sumpton And I suppose one thing to note there, and I'm just talking from a LinkedIn basis, it's, it's doing those different things that make you stand out, you might feel a little uncomfortable, and I'm not advocating, I personally feel if you're in that little uncomfortable zone. That's when you start to grow and develop. But for some people, they're just not there. And that's absolutely fine. But it's things like messaging. And I don't do it enough. But like yesterday, I was I was messaging somebody. And they instead of trying to type out a long winded message back, they did an audio and it stands out like a sore thumb. And if you did a video when everyone else is doing audio, it just stands out like a sore thumb. And that's on a personal level. You know, so there's so many opportunities. And just one quick question. I'm just conscious of time. But I thought I'd put this up because James is pretty much what we've been talking about just there. So talk to people is a great strategy to grow your business. And social allows us to talk to people at scale. And he loves the chat, which is absolutely super, but it's only great because rank is on with me today, which is fantastic in itself. So just on that point that James says, talking to people at scale, I suppose you can do both, can't you? You know, I've just been talking about peak speaking to people on on VM. And that's a one to one basis. But I noticed you just posted something. It was weird. Because before we got on this chart, I was looking at LinkedIn and lose a video view and then you popped up on the screen and I'm like, okay, like doubling, amazing day. But yeah, it's like you're speaking to speak people at scale on video. And that's a huge benefit. Lenka Koppova Well, I think that's where the benefit and the beauty of social media lies because social media allows you to reach out to anyone and everyone it is an open democratic platform where there is no gatekeeper, you can send a message out there and millions of people can see it the same time. It allows every single individual to be able to interact with you. There is no one you know, it's not like you, you can't interact with TV, you can shout at it. But it's probably the only thing you will do. Like something if you like something you can interact with it. And if you keep majority of your conversations on the public domain where someone tweets you someone messages us on the comments in a conversation going to a certain point publicly, Yes, exactly. It is public, everyone else can see it. No, you are investing in a conversation one on one potentially under comments on LinkedIn under someone's post that you you know, you reply to a reply but I can have a conversation. it for you. It might be I'm having a conversation with one person, but there might be hundreds of other people who will read the conversation. And who will align who might comment or might not comment will might follow you because of the who might like to because of that. And then yes, it's just then taking it to the next level of no picking from the scale the people who will resonate with you, and then taking those relationships to the next level by going to the DMS or one personalised chat. Peter Sumpton And that's why it's so important to be important to be yourself, isn't it? You know, because you want to resonate with people that you want to work with eventually. And if you're you, and people see you for you, and they are still willing, well, in my case, they're still willing to chat to me, then that that means that they can put up with me in my ramblings on on marketing, important strategy and everything else's, I'm really conscious of things I want to cover and then on to social media. And then this year, first thing is, people get hung up on on the likes, the comments and all that kind of stuff. How do you stop people from worrying if they're putting out content, and there's not that much engagement on the face of it from what they've seen stat wise. Lenka Koppova So there are statistics and numbers that are meaningful, and there are stats that are meaningless, like watching the numbers of followers doesn't really matter, like on Twitter, and Instagram, on other platforms, if you use the right hashtags, if your content is interesting and valuable, then it will be spread widely, and it can go way beyond your number of followers. So it's important to understand the meaningful metrics, the metrics that really show you the indication of the quality and the interest in your content in your business in your offering, which could be, you know, comments could be shares, it could be DMS, obviously, it is web traffic, it is email science, it is video views, repeat views. But I would say, especially at the early stages, it takes a long while it is very interesting to see that social media works kind of exponential in a way that there is a long lead up to them quite quick growth and take off too, sometimes, you know, 12, to 18 months of day to day activity of surgery, podcasters can see the new example of podcast after podcast that the first nine months just nothing happened. And then out of nowhere, it goes like this, it goes fast. But without putting the work in, in the first stage, it wouldn't, you wouldn't get there it is there is something about your resilience and consistency and persevere. And understanding that even though social media will give you results immediately, you can measure anything and everything from three second views to you know, likes here and there. It's important to know that the meaningful metrics and the meaningful results, take time and be patient. Peter Sumpton And yeah, it's a marathon, not a sprint, at the end of the day. So just moving back to your event. Just I suppose two quick questions. Really, before we wrap up? what's what's the worst thing about organising an event online? Lenka Koppova I think the worst thing is kind of not knowing if the technology will work. Because in person, you know, yes, there are some tech aspects that you need to pay attention to, like a microphone and stuff like that. But also then you you actually have real people in real life in you in in the room with you to help you this way, where, you know, we are all in our rooms, we're all in different parts of the world if something goes wrong before our team before myself that for one of the attendees, how will I be able to help them and fix it? I was always the fixed and running around, told him for blanks doing this and isn't knowing that everything is under control. And who is the person? Where do I go? And right now I feel like very early on, if something goes wrong, yes, I know the person but I can't do anything. And if some something's not working on someone's laptop, how will I help them to fix it? Because I don't know. Peter Sumpton Yeah, I mean that that that would be a main worry, because that's the whole event, isn't it? So So On the flip side, what's the best thing about organising this event or any event that you've done? Lenka Koppova I think organising online events really allows you not to be bounded by location because we've always been involved in the Cambridge event. We had people from UK coming, but there was always commuting as always to drive and park. And this way we can welcome audiences from all around the world. And we had people coming to our workshops and Facebook events, people from not only Europe, we managed to get people from all around the world coming to Cambridge Social Media Group, to connect with others, and work with others and learn windows, which is the most wonderful feeling. Because I love connecting people, I love being connected to different people from different places, learn about how social media works there, what it can learn from them. So I think this is the best thing that we can take everyone globally. 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) Marketing Theories Explained Series Link: https://bit.ly/3mi35di 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 part three of six. Over the next six weeks we’ll have a slightly different feel on the podcast, It’s just going to be me, myself and I, as I chat through six of the most important and influential theory’s within Marketing This six part series is actually the second season in reviewing, explaining and demonstrating how to use these powerful Marketing tools, but it’s the first time I’ve shared it on the podcast. Why am I doing this? I’ve partnered up with Professional Academy (intro to them later) to bring all those aspiring Marketers six explainer live episodes, which you can catch on a Thursday (link in the show notes) This has been put together to make you a better All-Round Marketer, from Auditing, right through to controls and measurements. This week we take a look at TOWS ANALYSIS Watch the video series: https://bit.ly/35AEWrA  Podcast Summary How can the TOWS Analysis Help YOU As A Strategic Marketer? 1 - Bridges the gap between a situation analysis or research (where are we now)? 2 - Develop forward thinking strategic directions (where do we want to go)? 3 - It is based on research and sound knowledge which can be explained to important stakeholders within the organisation to gain buy-in 4 - You can use this along with a SWOT to very quickly create strategic focal points 5 - Following this step by step process creates a link between the present and the future. 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) Topic: Marketing and Strategy Discussion Points • The difference between strategy and tactics • Why strategy is so important? • How to develop and Marketing Strategy 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, hello, hello. Welcome to another episode of marketing. And with me Peter Sumpton, the Lego master of marketing, hence the little wavy Lego man as we started. I'm marketing consultant first and foremost. But I cover everything within the marketing genre. My mission in life is to help as many companies as many organisations as possible, see the value known understand the value of marketing, and then implement it so they can become a marketing focused and orientated company. If they don't, they will disappear in the long run, usually, because this gives them a short term view of the world and not a long term view of the world. And specifically, not a long term view of the world from a customer's point of view. So what are we talking about today? So what we're talking about today is marketing and strategy. That old strategy thing? What is it? Why is it different from tactics? What should we know about strategy that we don't? How can we formulate a strategy quite easy. Those are the things that we need to know. And we need to understand to become a better marketer, I always always talk about good marketer, bad marketer. And there's certain elements, certain components, or certain things that good marketers do, that bad marketers don't do. And this is one of them, understand the importance of a strategy and understand the difference from a strategy to a tactic. And that's hugely important in marketing, hugely important in any walk of life, but marketing more than any. So on that, if you've got any questions about marketing strategy failand, to me, put them in the comments. And I'll do my best to answer them throughout this live or after it if you're watching post live, or indeed, if you're listening to the podcast, of which this will formulate into part of the marketing study lab podcast series. So let's get on with this strategy thing. What is a strategy? And why should we utilise one? So a strategy is quite difficult to quantify. Everyone talks about being strategic, everyone talks about having a strategy a strategic direction. The way I like to define a strategy is it's how we're going to get somewhere how we're going to achieve something which is usually an objective, but it gives us an overall view as to how we are going to achieve a particular something. Now in marketing, that is usually to increase a competitive advantage, or improve some kind of return on investment, usually through sales or something monetary. Now, it doesn't have to be monetary. It doesn't have to be monetary, as long as there is some kind of objective that we can then work out the ROI and we can quantify it. So from that point of view, this could be signups downloads, event signups attendance, it doesn't have to necessarily be monetary. But at the end of the day, companies are really there to make money. So it's probably going to be some kind of financial element that is the end ROI. So that is kind of what a strategy is, it's how we are going to get to a designated place. How are we are going to provide a competitive advantage within our marketplace. And that is the strategic direction. Those are our strategic elements that we want to focus on. That all sounds really difficult and really tough and really hard to kind of work out and work out what we should be doing in terms of strategy. So what I want to do today is go through something we call toes, okay, loads of jokes, loads of gags, and I'm not going to go into the dad jokes of toes and pinkies and big toes and all that I'm pretty sure you can fill in the blanks on that one. But what I want to do is look at the toes analysis model, t, o w. s. Now, for those of you in marketing, you've probably heard of it before, you might have even used it. But if you swap the letters round and you look it up backwards, it's swapped. Now I think everybody in marketing knows what a SWOT analysis is. Everybody in business knows what a SWOT analysis is. Peter Sumpton toes makes what important. So let's start. I'm going to share my screen in a minute. But let's start by looking at a SWOT and what a SWOT actually does. Because this is important, because this we can't get to the toes analysis without doing the SWOT first. So if I've got this right, here we go look at that, how magic is that? On the screen superb. Like I say, we need to start with a SWOT to get to our toes and get to our strategic direction. So this Peter Sumpton a caveat here. To do Peter Sumpton a good SWOT strengths, weaknesses, opportunities and threats of a business. We need to do our research, we need to use models and deep research and data and information to a certain extent. So that then we can understand internally, what our main strengths and weaknesses are, and externally, where our opportunities and where our threats going to come from. And I'm not here to talk about the different models and how we collect this data and understand it and what it all means. I'm here today to talk about the SWOT onwards, because the SWOT comes at the end of your marketing audit. It's a thing that compiles all your research and data and information, and shows you your strengths, your weaknesses, your opportunities, and threats, and says these are the most fundamental parts of your business of what's happening. Right Peter Sumpton now. Peter Sumpton What the toes does, Peter Sumpton is take that on a step further and bridges the gap between your audit and your objectives and your strategic direction. In between that, we look to set objectives. But what I'm focusing on today is that part where you've got your audit nailed, you know, where your company stands, what it needs to do, and everything that's going on around it. So these what I'm going to show you today, I'll take you through the SWOT and then we're going to dive into the toes. So we'll do the swap that quickly. So say we've done our analysis, we've done our research, we understand where our company is right now. And what we've discovered is that these four elements, our makeup, our strengths are come to the letter and the number in a moment. So I'm not going to talk through all of them, let's just call them our strengths, Peter Sumpton then we've got our weaknesses. Peter Sumpton Again, I'm not going to talk through all of these, I want to dive into the SWOT more at the toes more sorry. We've got opportunities are external opportunities within the marketplace. And then also our threats, what's threatening threatening our business externally. So we're looking opportunities and threats to the external environment. Remember, strengths and weaknesses are internal. So great, we've done a little bit of a SWOT analysis, they're super fantastic. These are the main fundamentals that we need to know and understand about our business. Great. Now we know where we are. That doesn't help us move forward, though, as it is, this just gives us markers as to what is happening right now in our business. The reason that there is a letter and then a number attributed to each one is where the toes comes into it. If we don't let your number then we get slightly confused later on. So it's quite an easy letter, a numbering system. The strengths start with that. The weaknesses start with w the the opportunity start with Oh, and the threat start with T. And then all we do is we add a number 123456789, and so on and so forth until we run out of strengths, weaknesses, opportunities or threats that we can talk about. There's no definitive number, it's best to keep it quite short. I'd say no more than 10 probably six, seven is your sweet spot. Peter Sumpton But these are the Peter Sumpton most important elements to our business right now. So we've done this, we've done our analysis, we've got our SWOT. Now what? Well, now what is the magic part? If the toes part and being the marketing geek that I am I this my favourite model? I absolutely love this model could talk about it all day long. Because I think it is that important, because to create a strategy. It really, really focuses you in on what you're good at or better, and what's happening in your marketplace. Peter Sumpton Positive or negatively. So if Peter Sumpton we just take a step back, Peter Sumpton we've done our strengths and weaknesses. We've done our opportunities and threats in the marketplace. We know our current status. So I'm going to take these now. And we're going to look to formulate some kind of strategy. So don't see this as a cheat or a hack. I hate that word, or hack to creating a strategy because there's loads of research that goes into it. On a top level, you could probably create a simple SWOT and understand what strategic direction you need to go in personally, or a business needs to go and personally, but I think that data or information that research prior to that gives it more substance, and also more buy in if you're trying to get a board of directors, for example, on board with your strategic direction. So we've done our due diligence, we know what's going on now. Peter Sumpton So what does Peter Sumpton the toes allow us to do? Peter Sumpton It allows us to take the internal aspects, and marry them up with the external aspects. And look at where we can create competitive advantages within our marketplace, a lot of fluffy words there. So let's dive into it. So what we do is we look at our strengths to maximise our opportunities. And we look at our strengths to minimise threats. So let's take the example we had and look at how the hell this might be done. So if we look at our strengths, we might go we got good distribution network that and we were looking to increase the others the opportunity to increase market share, Peter Sumpton we could potentially use our distribution network to do that. Peter Sumpton Also, we're great involved in the customer, we're great at co creating. And we understand that there's an untapped high end market, there's a huge opportunity to produce high end products, could be something that on the strengths and threat side. Again, we know we're good at co creating with our consumers. But there's a huge threat within our business because there's a skills gap within the market. So we're not getting the skills we require coming through in our business could be something Peter Sumpton that Peter Sumpton before we look at any strategic directions, let's do the same for that for the weaknesses against opportunities and threats. So what we do weaknesses seen as a negative, but if we can reduce these weaknesses, through looking at opportunities, they're no longer weaknesses, and then a double negative, the weaknesses to avoid threats, if we can reduce a weakness that avoids a threat, that is a really good strategy to have. That reduces that weakness within our business. It avoids a threat within the marketplace, which probably gives us a competitive advantage in some way, shape, or form. But let's talk me through. So weakness could be we've got no products that we upsell are currently Peter Sumpton cross sell. Peter Sumpton But we still understand that there's an opportunity to increase our market share, I'm pretty sure you could fill in the blanks there in terms of a strategic direction. Also, we've got a poorly implemented CRM. And as we know, in our marketplace, there's a huge opportunity for automation and a digital first approach. And then finally, if we flip it, and look at our weaknesses and our threats, we've got a poorly implemented CRM system, as we know. And the brand awareness is usually limited. So there could be something there to increase our brand awareness using our CRM, which we'll come on to in a minute. So this is how we start to compile or think about this Peter Sumpton what Peter Sumpton strategically to make it worth our while. So we're not just looking at what a strength what a weakness, what an opportunity or what a threat is. Peter Sumpton And this is where we start to look Peter Sumpton at strategies. So let's move on. So this is what we've just been talking about. those last two short slides that I showed you that had the arrows going to opportunities and threats from our strengths and weaknesses. On the screen that you can see now, if we get this right there are there apologies. On the screen. Now you can see, I've just put them together, the ones we spoke about. And that's all we've done here. It's important to note Now, if you've got any questions, drop them in the comments. And once I've shown you how to take these strengths, weaknesses, opportunities and threats and turn them into strategies, I'll happily answer those questions. I just can't see them at the moment. I'm going through this slide deck. Unfortunately, again, if you're listening to the podcast, you've got any questions about this episode, drop me an email, Peter at marketing study lab code at UK, hit me up on LinkedIn or any other social site that you can find me on back to the toes analysis. So this is where the actual magic happens. We showed the back end, this is where the magic happens. So we've got five we've got six links between what's going on internally in our company, and what's happening in the external wider environment. And what I'm going to show you is how you At the importance of first lettering and numbering them, and then how you change these into strategic directions. So remember, we're not looking for the tactics. We're not looking for actually how we're going to achieve this, how we're going to do this. We're just looking for our strategic direction, how we're going to do it, not the details. A good strategy should tell people how you're going to do it, but not exactly what is needed to do it. The best example I can give there is if you're going to take a car journey, you said, I'm going to arrive at certain destination at 6pm. For example, my strategy is I'm going to take my car Peter Sumpton to get to to reach that objective. Peter Sumpton So everybody knows you're going to be driving. That is your strategy. They don't know if there's any passengers. What roads you'll take the need to refuel. Are you going to take any snaps with you? Are you going to stop at any service stations? Are you going to take motorways? What speed you go going to be at? All those things? Those are the tactics. Peter Sumpton Back to the SWOT analysis, Peter Sumpton right. Okay, so we've got our strengths and opportunities. One strength was good distribution network network, and an opportunity was to increase market share. So what does that look like as a tactic? What does that look like as a strategy, what we could do is utilise existing distribution channels to increase the visibility of our products, ie next day delivery, great strategy, not quite sure what the tactics are going to be. Yeah, it's borderline because you could say a tactic is next day delivery. But we don't know who we're going to use for that. What the caveats in terms of time constraints are, what products and services we're talking about will be delivered next day, Peter Sumpton those types of things, your tactics. Peter Sumpton So let's just look at the other five very quickly. Peter Sumpton We're excellent at co creating with customers. And we've got an untapped high end market. Why don't as a strategy, we focus on producing high quality products, or developing high quality products with a consumer or customer knowledge and information. Peter Sumpton Because we're really good at co creating, Peter Sumpton we know high end products are in demand. Peter Sumpton So let's do that as a strategy. Peter Sumpton What about Peter Sumpton strengths are threats, though, so again, excellent at co creating with consumers, but there's a skill gap within the marketplace? Well, let's integrate co creation deeper into the company, invite our customers in, make them allow them to help us develop better products. In turn, we're reducing that skill gap that our competitors may still have. Because we're inviting our Peter Sumpton customers to help us co create Peter Sumpton weaknesses and opportunities. Peter Sumpton Well, we know we've got no products, we can upsell or cross sell. And we're looking to increase our market share. So wouldn't the strategy make sense to focus on compatible products and services to complement the existing range, that's probably a product development strategy. Again, it could link with some other strategies that we've got going on on the board at the moment. Okay, last two. So we've got a poorly implemented CRM. And we know that automation or digital first approaches, becoming more prevalent as a huge opportunity to take advantage of them. So what's the strategic direction here or potential strategic direction, we could look to improve, improve our internal services, and create efficiencies and therefore improve our service. So if you take a step back, we've used digital, we've used it to help us improve our CRM system, and in turn, improve our services. Peter Sumpton And finally, my favourite, the double negative, Peter Sumpton the weaknesses and the threats. So we're saying we've got a poorly implemented CRM system here. We're also saying that our brand awareness is limited, it's looking pretty crummy out there. It's looking not good for us if we look at these two elements that our research has shown, so what can we do here? So what we can do is we can focus on reliable data, gaining reliable data, and then use that reliable data because we've improved our CRM using that reliable data to enhance the awareness of our brand within our existing marketplace. So don't let down a little bit. We're going to go through our CRM, CRM, clean it up. use that information on people that want to hear from us to generate more awareness in our brand. Now, how we do that the comms channels we utilise what we say in those comms channels, timings, all that kind of stuff. Peter Sumpton Those are our tactics. Peter Sumpton This is the strategy Peter Sumpton and that is how you utilise the toes model to generate a strategic direction for your business. Peter Sumpton Start with your SWOT. Peter Sumpton If you want to go further back, start with your research. And then incorporate that into a SWOT Strengths, Weaknesses internally, opportunities and threats externally. Then you look at what's internal and what's external. And start to see where the combinations lie when you've seen those combinations, and it should be starting to become apparent to you, when you see those combinations, then you can start this toes analysis and start to think of, Okay, so we've got a pull CRM, and our brand awareness is poor. But if we date this data, we could probably communicate with the people that want to hear from us and increase our brand awareness as a strategic direction looking to increase brand awareness within our current marketplace. Peter Sumpton And that is a strategic direction market penetration. Peter Sumpton Okay, so that is how you utilise a SWOT but more importantly Atos to do your strategic thinking. Now, I know that's a lot to take in in 20 minutes. But listen back, if you need to rewind it, pause it. It's important we get this right, because there's a massive difference between strategy and tactics. And fundamentally, marketing is lacking strategic thinking. We're all focused on the tactics. We're all focused on the cons. We're all focused on the content creation. If we don't know our strategy, we don't know our objectives. How can we achieve good tactics to achieve those things? We don't? How can we get people on board? If we haven't got strategic direction? a bigger picture? A long term vision. Okay, so I think I can get off my soapbox. Now. I'm not quite sure. But maybe I can, maybe I can't. But seriously, if you're struggling with this, please reach out to me. I'd love Love, love to help you a little bit more, create these valuable strategies within our marketplace, make us all better marketers, and make marketing as an industry more aligned to our company's needs. And once that was a short one from me. I'm going to leave it there. And if you want to have a look at this presentation, drop me a comment. I'll happily send it to you. On my website, marketing study lab at the top, you'll see there's a link to a customer journey planning and also a market marketing plan. Step by step process of which this is part of. So utilise that, go on the website, download it, utilise it and let's make marketing I nearly said great again, I'm not going to go down that route. Let's allow ourselves to focus strategically when we think about marketing first and foremost. Anyway, that's enough for me, who provided some value into your lives. 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) Marketing Theories Explained Series Link: https://bit.ly/3mi35di  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 part two of six. Over the next six weeks we’ll have a slightly different feel on the podcast, It’s just going to be me, myself and I, as I chat through six of the most important and influential theory’s within Marketing. This six part series is actually the second season in reviewing, explaining and demonstrating how to use these powerful Marketing tools, but it’s the first time I’ve shared it on the podcast. Why am I doing this? I’ve partnered up with Professional Academy (intro to them later) to bring all those aspiring Marketers six explainer live episodes, which you can catch on a Thursday (link in the show notes) This has been put together to make you a better All-Round Marketer, from Auditing, right through to controls and measurements. This week we take a look at STAKEHOLDER MAPPING Watch the video series: https://bit.ly/35AEWrA Podcast Summary Stakeholder mapping allows you to identify key players that will influence your project and its success; 1. Find out who has the most influence 2. Focus on those who will benefit most. Probably who serve 3. See where resources are needed and what they are 4. Have a game plan to manage, monitor and control If you don’t understand your stakeholders, you are placing an insular view on your world and those that can influence what you are doing. This will become a hindrance and cause major issues in the long-term. Music Featured on this Podcast: Sleepy in the Garden Lobo Loco www.musikbrause.de  Creative Commons License

Marketing and BRICK Theory - Live Episode 5 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) Topic: Marketing and BRICK Framework Discussion Points • What is the BRICK Framework? • How does it work? • A dive into each stage: o Values o Problems o Solutions o Learn o Plan o Develop o Connect o Action 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 Okay, that was a brief intro. Hello, and welcome. I'm on my own today. It's a bit of a shame. But the show must go on and all that jazz. Welcome. If you're just joining me, my name is Peter Sumpton, Lego master of marketing. And what I like to do on a Friday afternoon, because it's the afternoon here in the UK, is dive into some marketing and and what do we mean by that? Well, what we mean is that we take marketing as a profession that we should all know and love. And we combine that with a particular other element. So that could be in the past, we've done finance, we've done education, we've done Media Relations, we've done history, and those types of things, today is going to be slightly different. It's a slightly different marketing, and because like I say, I'm on my own. And what we're going to do today is we're going to look at something called the brick model. It's a model that I've created that helps me get across what I am trying to do, when I speak to clients, it helps me create a formula for them, a marketing plan for them, that is clear and obvious. And also, it makes sure that I don't really miss anything out in that step process. So what I want to do today is take you through that formula. And lo and behold, we use this, we use Lego to do it, which is quite cool, really big fan of Lego as you might know. And it's in the you can see it here. This is your brick formula. So we've got a fair few points to get through. That includes values, problems, solutions, learn, plan, develop, connect, and obviously action, always about the action. But first, I just want to break down this model. So I can explain it to you a little bit better as we go through today. If you do have any comments, if you do have any questions, please put them in the comments, or post them or wherever you're watching this because we're live on Facebook, YouTube, and LinkedIn. Well, modern one does a See ya. So what we're doing today, it's marketing and brick theory, which we really cool. Again, just as people start to join us, I just want to highlight the fact that this is, again, my methodology that I take to clients, to highlight how I can help them from a marketing point of view, and marketing consultancy point of view, and help them achieve their goals through marketing. So I'm a strong believer in my passion in life. And my main goal in life is to help as many companies and as many people understand what marketing can do for their business. So if you do have any questions about marketing, planning, my brick model as we go through it, or anything else, for that matter, just dive in the comments, and I'll happily talk you through what my answers to your questions were I can, right. Okay, so let's dive into this brick model, shall we? Right, okay, so the first part is values. So what do we mean by value, so this is the bottom, this is the base, these are your values, it's the it's the part of the brick model that will hold it all together. And that essentially, is what we mean by values, they are your non negotiables. They are the ones that Sorry, excuse me, I'm just going to post a link in to where we are live, so that people can join us one second. Let me just do this admin on air. I know completely breaking that wall. But hey, who cares? It's my life, we can do what we want to okay. And let's do that. So, let me post a link. Man, we'll get back to it. Brilliant. Let's get back to it. Right okay. As I was saying, This is the brick model. And what we start with within the brick model in marketing planning, when I go and see clients is their values. What do we mean by values? What do we mean their non negotiables? What are the non negotiables What are the elements of their company? What are their values, their beliefs, their culture, that they are not willing to negate in any way, shape or form, every company should have values, every company should have ethics and beliefs that they hold near and dear to who they are. And the idea behind this is that if we know these values, we know the non negotiables, we can then build on them, because they're non negotiable. We can't do anything until we know and understand those. And that could be anything from creating a better future from providing 100%, customer service excellence, loads of different things that could be on non negotiables. So they are your values. And we discuss them, we talk about them, so that as a marketer, helping companies, what we can do, then is build on what they believe in, straightaway, there's massive benefits to doing that, because you get them on board straightaway, you understand what their beliefs are. And they realise, or hopefully, they come to the realisation that you are on their side, and you are not going to try and change their values or beliefs in any way, shape, or form. So that's the first part of the brick model the values. Once you understand their values, we can move on to number two. And that's the problems that customers have, what problems do their customers have? And this massively depends on a whole host of different things, the industry, they work in the size of the company. But first and foremost, let's ignore all that, and focus on the customer. So they must have a particular industry they work in and multiple customers in that industry. So what problems does that industry have? What are the main issues within that market? We need to know and understand them first, before we can build on anything, because if we're not solving problems, then we're really not doing our job as marketers, or indeed as a business. So that's the next part. We've got our values, our non negotiables, and then our problems, what problems need fixing within our market? So that's what we need to find out. Fantastic, right? We're getting there. We'll get some marketing soon. Once we've got problems, what do we do them? Well, we look for solutions, don't we? We've got our problems, what solutions? Do you as a person, as a company, offer and provide other people, we need to know and understand those, we need to make sure that as an individual as a company, we are providing solutions that people actually want to their problems. Now, it's not for us as marketers to run this down their throat and say we have a best solution. All we can do is provide all the evidence and the information about what's the problem. And to our solution, it's up to the end user, it's up to the consumer, it's up to the business to decide if you aren't the right solution to that problem. The reason being is that there's so much information out there, there's so much guidance out there that it's it's almost impossible to control the narrative today, because everyone has got data at their fingertips whenever they want. So we're not there to guide people to our solution. If you're like, what would their to do is go, hey, you've got this problem. These are our solutions. And this is why we feel we are the best fit for solving your problem. And if we do that, then we're not saying what we're not ramming it down their throat. We're not pushing all the information onto them. The information is there. It's readily available available to help people and if we're helping people solve their problems, then will naturally get that pull. It's being helpful. It's it's showing everything we have and saying look, we are here to solve your problems. These are our solutions are the fit for you, yes or no. If they are, please come and talk to us. We can help you. But if we try to create falsehoods if we try to create a narrative that is coming completely and utterly misjudged, consumers will see right through that. So we need to make sure that we are open and transparent about the solutions we provide to people's problems. Okay, So to summarise the basis, we've got values, which are non negotiables, got the problems which we solve, and the solutions to those problems. So what do we do next, we learn. That's the next stage, learn, learn, learn, learn, learn research, research research. And there's various ways we can do this, we can do this learning. And what I like to do is kind of steal basically, from certain models and theories that are out there to really help understand three fundamentals. So when it comes to learning about an organisation, when it comes to understanding the areas, and and what that company is all about. There's three fundamental areas, you've got the internal, you've got the external, and then you've got their customer, or that potential customer. And those three areas are the ones that we're going to focus on right now. So what do we mean by learn? What is within the internal, the external, and the customer? So let's focus on the external first, because there are external factors that we have no control over, but may have a massive impact on our business. So how can we look to analyse and view and judge those elements that might impact what we are doing as a business or as an individual. And there's two areas that I would focus on in this external audit. And that is your competitor analysis. And what we mean by competitor analysis, is, there's no particular right or wrong, it's choosing areas that you want to be strong in, that you want to compete in, and looking at how your competitors compete in those areas. For example, do they have a social presence? If your ecommerce, what is the user experience like on your competitor's website, as opposed to your own? If you're b2b? What are the main caveats that they put in place to do business with them? Is it easy, or the non negotiables? What is their culture, like? Those types of things will make a huge difference within your market for your competitors. And as you're analysing your competitors, you can make that comparison against you as a company. If you're making that comparison, that's not to say there's any right or wrong in anything they do. It could be that one of your competitors serves a completely different person to you. And that's absolutely fine. There's no harm in that. But in understanding how your competitors serve, what their strengths are, what their weaknesses are, that exposes opportunities and threats to you as a business, it shows where your weaknesses lie against your competitors, shows where you're strong. And it shows where you're weak as well. If we know where we're weak, we can do things to combat against that. If we know where we're strong, we can do things to leverage that position. So that's the first thing we do we look externally. Excellent external. Remember, these are areas that have a massive impact on what we do as a business. But we have very, very little, if any control over. So the second thing and external that I would look at is something we call pest delay. So the pest lane model, it started off as passed a few E's, an owl, those types of things as we do as marketers, and you end up with pester like. And what pessoais allows you to do is look at the market as a whole look at the market and the wider the wide areas within the world to have an impact on user business in your market. So just briefly, if we go over what paslay stands for political, economic, social, technological, environmental, legal, and ethical. And if you do good analysis within all those areas, it will fundamentally highlight where potential opportunities are, where potential threats are gonna come from, and all those types of things. So what we do externally Remember, we're still in the learning phase external. We look at past the leg, we look at competitor analysis. Now we can turn our attention to the internal so what do we look at internally, was a few models we can look up we can look at the seven p the seven Sorry McKinsey's, seven S's, and we can look at the five M's, we can look at a whole host of other elements, the six eyes of digital loads of different models there. But what I feel is I've narrowed it down to six or seven areas that are fundamental that we need to understand as marketers, from an internal perspective that will real really help us going forward. First of all, that is what strategies are currently in place, or strategies are currently in place that your organisation has. Secondly, what are the skills you've got? So you've got strategic directions? And there's there's things that we can say about those? Are they the right direction? Are they a good fit? And are they still fit for purpose. But then as we move on to skills have we got the skills internally to match the strategies to actually achieve the strategies. So when we're talking about skills, they can be hugely subjective. But we're talking about the skills internally, because what we need to look at there is Have we got the skills going forward that we require to solve people's problems. And as you can see, we start to build on these, this groundwork here. And then we look at things like structure, processes, materials that we've got in place, interactivity. So interactivity, what what online, if we were to draw everything we have digitally online? What does that look like? What are we playing with? Is it good, bad, indifferent? Are we doing things that aren't getting the engagement that we need to or should do? How do we change those loads of different things we can consider when we think of interactivity. And the final thing we need to look at internally, is objectives, what current objectives are set by the business? Now, these could be wide business objectives. These could be marketing objectives, or there could be comms objectives really, really, really down and really, really specific. So to summarise what we do, we look at the external pestel, a competitor analysis, we look at the internal, which includes strategies, skills, structures, processes, materials, interactivity, and objectives. Which brings us to the final learning element, the final learning element in this brief model, what's that final learning element? customers, customer profiling, avatars, personas, ideal clients, whatever it might be, whatever you call them, what we want to do, along with our internal and our external analysis, is look at our customers. Who's that person you want walking through your door? What does he or she look like? What are they look like? Is it a family unit, you want to get really detailed, and there's a few ways we can do this, we can do it from an ideal client perspective, who we want walking through the door to say, I want you to solve my problems, please. Or we can do it from a theory and database approach. So we don't necessarily look at who our ideal client is more who our current client base consists of. Who offers the most customer lifetime value? Who are our advocates, and do it from a data driven approach. Personally, I like to mix the two. So I don't think you can go through customer profiling without being a bit out there without being a bit. We want clients that are this or that we want people in this age bracket. We want people are passionate about such a topic. I don't think you can actually do that on data. So I go for a mixture, I go for a bit of ideal client coming through the door, what do I want to see? Who are they? Where do they live? What car do they drive? Do they like holidays in the sun, or in cities, that type of thing. Also, then go through the data. Look at your Google Analytics, look at Facebook's insight platform. Look at areas internally like a CRM system and gain as much information or data as you possibly can about your customers. Build that persona build that perception of who your customers are. And once we've got the internal the external and the customer profiling, we've learned enough to take us on to the next stage which is plan. I say learned enough because in my research, and what I've learned listening from people, such as Seth Godin and Mike Ritson is that after a certain while you can only plan and research so much so you can only research so much for it to be impactful. We can have reams and reams and pages and pages of data and information. But are we going to understand be able to analyse and data Every single part of that, yes or no, it depends on your team and the size of the company. But at some point, we're going to get information overload and data paralysis. And we do not want that. What we want is enough information to make valid judgments from, so then we can move on to plan. That's what we're gonna do right now. So moving on to the planning stage here. So what do we mean when we talk about plan? So for me, plan is looking to the future we're planning ahead. And how do that? Well, there's a couple of models that I'm really, really passionate about, and I really care about, and care about a bit strong, but I'm sure let's rephrase that, that I'm really, really passionate about. And that is the SWOT and the toes. So how do we combine the learning phase with a plan or the planning phase. So what we do here is we take all our Learn learnings and our knowledge, and we move it into this planning phase. And by learning by moving into the planning phase, what we do we take this SWOT strengths or weaknesses, internally, opportunities and our threats externally, from what we learned in our planning phase. And we create the most critical, the most crucial, the most important elements in our SWOT strengths and weaknesses internally, opportunities and threats externally. So we take that from our internal and our external audit, and also our customer profiling. So we've got us what we've created a good SWOT analysis on say, five or six different elements, it could be more, it could be less for each s, w, o and T, doesn't really matter. It's the most critical elements, the ones you feel are most crucial from the analysis you've done. And this is the planning stage. So we've taken that, and we've put it in our SWOT. And this is the key bit and this is the part I'm wholly in wholeheartedly behind from any marketing planning. at all, it's the toes element to w. s. It's the toes element. So what do we mean by toes? Okay, right. It's not is what backwards, but it's not swap backwards, you don't just do a swap backwards. So what toes does, and I've got other learnings that explain this a lot better. So if you want those hit me up in the comments. But what toes does, it combines all those elements of the SWOT together and pits them off against each other, to create future directions, future strategic direction, so let's just talk that through. So we've got strengths, and we've got weaknesses internally, we've got opportunities, and we've got threats externally. We take those strengths, and look at the opportunities and the threats. And we go, Hmm, we've got a really, really strong strength here. And there's a huge opportunity in our marketplace, if we can use that strength, to focus on that opportunity, we have the best possible chance of that strategy, working. And that's the same with the threats, you look at your strengths, and you look at your threats and you go, that is a huge threat to us as a business. But we've got this as a strength. So we can use that strength to combat against that threat. And you do that for the weaknesses as well. So you look at your weaknesses and go, there's a huge opportunity in the marketplace. If we can reduce that weakness, that opportunity becomes a golden nugget. And then the final one, the one that people really, really struggle with is the double negative threat and the weakness, how can you take a weakness under threat and turn it into a strategic direction? Well, what we do there is we look at the threat and the weakness and go, Okay, so if we reduce this threat, does that combat against sorry, if we reduce this weakness, does that combat against this threat? And if it does, how does it? How can we reduce the weakness to combat against that threat, and that is your strategic direction. So there's four areas to cover there. And what I'll probably do is create another live where I go through the SWOT and toes in a bit more detail. And that's the planning stage one part of the planning stage. The next part is to do an S fa, on those strategies we've created in our toes. So what's the SFA? So that is suitability feasibility and acceptability. So what we do if we look at those strategic options we've created in our toes. And we look at each one and mark it out of 510 15 doesn't really matter, you pick the score, but we mark it suitability, its feasibility, and its acceptability. And top score wins, basically, you look at each strategy is a level playing field, out of 15, out of 30, out of whatever number you like, and you go, that is the strategy for me, that is the one that we need to focus on. It could be two strategies, it could be three, but then you start to get into the realms of how easy that is to do unless you can integrate them all and all that kind of stuff. Stick with two, possibly three, depending on the size of your business, depending on how link there, but usually choose a good market. Okay, right, we have finally got strategic direction in terms of the planning stage. Now, what do we need to do with our brick model? We look to develop, we look to develop. So what do we mean by develop? We do this twofold. We do it long term, and we do it short term. So let's cover the long term first. So now we've got some strategic direction in our plan. We look to develop our tactics, tactics sound really short term. But if you've got some kind of strategic direction, we can make sure we've got short term and long term. So what do we mean by long term, we're looking for longevity and scalability. And what we mean by that is thinking about the bigger picture, you've got a strategic direction, that's going to last a year, three, five years, how do we make that really last? How do we scale that up. And this is what we usually consider the long term in our brand building, becoming more aware in a particular market, building that brand presence from the top our brand is our brand. And what we stand for as a brand, is what we stand for as a brand, I should never necessarily change. So we're thinking bigger picture, we think in brand building, for longevity and for scalability. But let's claw it back. We've got that bigger picture over there. But we want to develop short term tactics as well. How do we do that? There's a number of things we can actually do there. The first one being built on objectives. First and foremost, we need to set objectives. It's as simple as that. If we haven't got an exit objectives, how do we know we're achieving what we're trying to achieve? So we set objectives, fantastic, brilliant. We need to focus on two fundamental things that in developing our tactics, the seven P's and the customer journey. So what we mean by seven P's, the seven P's is the marketing mix. So what we mean by the marketing mix, seven P's communication mix, it's just one of those P's. So we look to develop the marketing mix, product, pray place, price, promotion of which is your communication mix, people process, physical evidence of which some we've covered previously, but they might develop and evolve. And this is why it's called the development phase, the development phase in green. We've looked at the seven P's, we've got our objectives, and now we're looking at a customer journey. Right from the first touch point to continual engagement, after purchase, by purchase or transaction, it doesn't mean it has to be monetary, it can be anything. So what we need to do from a customer journey point of view is map out all the touch points, map out, where people are going, where which stages people are going to and from. Understand what happens at each touch point and what somebody is looking for at each touch point. And how do you get them on to the next stage? That is crucial and critical. If we're not doing that, per touchpoint, we can't really know or really understand where our friction points are within our customer journey. If we can understand the friction points, we can reduce those friction points and make it a better customer journey, a better experience for our customers make it easier for them to reach that end goal of solving their problem. And we're the company to help them solve that problem. Okay, so we're getting there. Now we've done all that. We can fit one more part on there. And that is the Connect part. So what do we actually mean by Connect? Well, we want to connect to our audience. We want to connect think of that customer journey. So we understand and we know the touchpoints that our customers are going to be involved in but we've got nothing To show those touch points, this connection phase is all about content creation and creativity. And I just want to move that back off, but that the connection point, the creativity, that is fundamental and huge. Everybody likes to talk about the content creation. Everybody wants a social media marketer. Everybody wants somebody that's a Twitter guru nowadays, or Tick Tock or whatever it might be the latest trend. But if we haven't done all this, then we can't necessarily get to that part. So that's the the next part of it, connect, connecting to your audience at each stage of that customer journey. And that's what we need to do connect at each stage of the customer journey, what are people looking for each touchpoint of the customer journey. And that's what we do at that point. It's a creative stage of the the process is an exciting stage of the process. But we don't get there without any of that. That's just one part of it a huge fundamental part, but the rest are huge and fundamental. So that's one other part. Okay, we're down to the final stage, we've done development, we've done Connect. What onto the final part, let me put this on here. Which is action, action, action action is action. And that covers the whole brick model, it seeps down and pushes upwards. Because if we haven't got action, if we're not creating the who, the what the when, and I suppose some rationale into into why, then it's all for nothing, it's all for absolutely nothing. So what we need to do is we need to create action. And that's usually in the form of a Gantt chart, and usually in the form of creating KPIs. So we understand each action each touchpoint each element we're going to do in this marketing plan, we understand whether it's working or not. And if we can do that, and we can work out whether it's working or not, then we have ourselves quite a robust model, we have ourselves some theory that we can strongly base our ideas and are researched through to create a well rounded marketing plan, and content, and creativity. That makes sense is understandable, and is easy to follow. So that's my brick model. Really. If you've got any questions in watching this live or watching it back, please use the comments, get in touch with me, I'll happily talk about this brick model, continuously, however long you want me to. And that's about it. It's a bit of a shorter episode, but I just wanted to talk you through that brick model, see if it was it was any good if it was any use and if it made sense, or if it needed tweaking in any way, shape, or form. Because I want this to be your model. I want this to be a model that's useful to you. I want it to be a model that useful to businesses, not me. I utilise it to help businesses. But if it's not fundamentally helpful for businesses, then there's no point in using it. The really isn't. So please get back to me with any information, anything that didn't make sense or anything you want me to dive into, that's absolutely fine. No worries that at all. Also, from a wider perspective, if you've got any questions about marketing, or planning in general, or strategic direction or tactical elements, let me know. Happy to answer them at any point in the future. So this is me, Peter Sumpton. Signing off. My first live by myself a thinker is the second who knows who cares, really, as long as I'm adding some value to your lives. I'm happy. Okay, so have a good weekend and 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) Marketing Theories Explained Series Link: https://bit.ly/3mi35di  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 part one of six. Over the next six weeks we’ll have a slightly different feel on the podcast, It’s just going to be me, myself and I, as I chat through six of the most important and influential theory’s within Marketing today. This six part series is actually the second season in reviewing, explaining and demonstrating how to use these powerful Marketing tools, but it’s the first time I’ve shared it on the podcast. Why am I doing this? I’ve partnered up with Professional Academy (intro to them later) to bring all those aspiring Marketers six explainer live episodes, which you can catch on a Thursday (link in the show notes) This has been put together to make you a better All-Round Marketer, from Auditing, right through to controls and measurements. This week we take a look at THE MARKETING AUDIT Watch the video series: https://bit.ly/35AEWrA  Podcast Summary The best audits don’t assume anything, it is a fact-finding mission form which analysis can be drawn To do this correctly you need to understand the various models that are available and their place with the audit Data overload is a thing. You can analysis to much without any action. Get what you need to draw conclusions and implement. Don’t be scared to use models in part, mix and match or develop them yourself, it’s all about getting the best data in a manageable format for you to draw conclusions, do worry about getting the models wrong or using them in a way that is slightly different to the norm. It’s all about gaining the best insight and learning from what is available to you in order to develop strategic decisions to move forward 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: Em Wilson (https://www.linkedin.com/in/emwilson36274/) Topic: Marketing and History Discussion Points • Tractor magazines • Toothpaste changing a nations habits • Is breakfast the most important meal of the day? • Is smoking healthy? • Sample cards • Historical brands and logos 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  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, where we look at the relationship between marketing and a specific topic. Subject or specialism. Sometimes there'll be guests, other times, it will just be me. So let's get cracking. Right, apparently we are live. Fantastic. Great thing. First first time and Wilson Welcome to LinkedIn live. It's wonderful in here, isn't it? Absolutely marvellous. So glad you'd say you do this. I'm really looking forward to it. Because I know you've put a lot of time and effort into the research into this and every time you post something, in terms of the history of marketing and all that kind of stuff. It's really engaging, really exciting. And I just can't wait to see what you've got for us today. But I'm going to chip in with a few things as well if you don't mind. But before we do that, first of all, introduce yourself to the lovely audience who are you?   Em Wilson  Well we take screenshots Everyone knows that we're live wire on my station.   Peter Sumpton  I was looking at the camera there. It's not gonna look good.   Em Wilson  I don't look great either to be better excited.   Yeah, introduce yourself. So I'm m Wilson. I run an international marketing agency called Mari Mari located at UK and and yeah, bit of a bit of a weird and wonderful squiggly career into marketing. So and started in the commercial team at BP and trading so as a buyer, and then went into strategy for Europe for Castro then I did some global social media for BP, their tech startup through a successful investment round. And then I did six months with a as a marketing director and business development manager and then yeah, walked out and started Omari   Peter Sumpton  as you do, where does the name of Mari come from?   Em Wilson  And so, in honesty, it's a bit of a smush of my my name and my husband's name. So we save you money. And and yeah, we were just always always married. So that was because we were proper from day one. So   Peter Sumpton  great, great little story that absolutely fantastic. And how is life in general? And   Em Wilson  yeah, really good actually. I mean, I think I'm, you know, I'm in a bit of a COVID bubble because I don't really I don't really know anyone that's been affected touch word. And and and in honesty, although we've had you know, some struggles I think everyone's had some struggles during COVID. And you know, lots of our clients have have you know, we've had to stop projects and do payment plans and things like that, but overall, I think Yeah, not it's not the bit I've missed most is actually my Latin dance classes, which is out of everything you know, it's not a lot to complain about, is it?   Peter Sumpton  Anyone who's ever gonna come in here and say I'm missing my dance class?   Em Wilson  That's that's all like that thing really and hug people as well. person and I'm really struggling with not being able to sort of cut off people because you know that you might think they made it into the best man speech at my wedding was like the you know, the legendary avocados. Yeah.   Peter Sumpton  Yeah. Oh, thank you. Thank you so much for asking. Yeah, all good. Bit of a cold which is a bit of a downer. But apart from that all is all is good with life To be fair, busy, busy, busy, which is always fun and always exciting. But yeah, things are things are going pretty damn good. Again, similar to you can't complain touchwood, my own little bubble, that kind of stuff. But have been infiltrated by a call. But apart from that, all is really good. Right? Okay, we should really talk about some serious stuff shouldn't we'll give people watching at least something to keep rather than our life stories. So what I wanted to talk to you today about so the way I'm doing these lives is that it's kind of like a marketing and series. So this this is classed as marketing and history, but it doesn't really do it justice. So I think the great thing and anyone that doesn't follow, please follow and go back through some of the videos and some of the posts about some historic elements in marketing and how it's been used through history and time and stuff like that. It's amazing. And plus, take a look at the videos where she just picks something random that a client has asked glean a lot of information from them. It's pretty much how I do all my strategies to be fair. Watch your videos, and then pick You know, the bowl and go? Yeah, that's about right. Let's do anyone that's watching. I don't do that. Okay, but so what I want to do is dive into kind of the history of marketing or certain elements of the history or certain things you've found that's really interesting, fascinating that we might even learn from. So first and foremost, take it away, what, what would you say is like, let's start on a high the most exciting thing or the most interesting thing that you that you've seen recently in terms of marketing and history.   Em Wilson  And so I'm, I'm a really big fan of the custom magazine, so that I've got a I've got a lot of time for that. And basically, it's different companies creating magazines for their particular target audience. Because it's really interesting. There is a brilliant book by Joe bootsy, that talks about how do you make marketing a profit centre? And one of the ways you do that is through a magazine that you get people to pay for. And so that got me like, hooked, like, when did it start from, you know, obviously, we had the Gutenberg press in 1450, or whatever it was so and then everyone always talks about the Pharaoh, which started in I think it was 1895, which was a tractor magazine. And so I've learned about tractors. But actually, the first, the first magazine I can find was in 1730. And there was a race between Ben Franklin and this other guy to who could get the first published magazine in America, which I found really fascinating. So he started that off, that was quite nice. And then, with the magazines that what I found quite interesting about that was just how, like, if you think about the 1730s, like, the only way that people could really mark it was like word of mouth. It was, and, you know, posters on the side of building, which actually got, it got so bad, because people are doing it so often, that actually got banned in London and France.   And France.   Peter Sumpton  Yeah, no one else had posted.   Em Wilson  But that I found really interesting. And then, and you know, the adverts from like the 1800s, as well. And so there was I found out about this whole thing about the baking powder was, and which is really exciting. Yeah, so baking powder in like the, you know, late 17 1700s, early 1800s was this, like the adverts and nuts? Like they're just so because what you don't realise is that no, baking powder was like, female liberation at the time, like a woman's worth is defined by the quality of her bread. So like baking powder was incredible. And it's so it was so competitive. And like, you look at all the adverts, and they're just, they're just insane. They're just really fun. And in terms of the different things that they did, and I think, you know, it's kind of, then you move on, and you kind of have, and obviously the posters and everything, all the adverts from that magazine went out into the posters, and then the posters got banned. So then we had the billboard, and billboards came out in like 1860s. And I think that the first one was rented in 1867. And what I find amazing about these things is that, you know, like, if you think, however many years later, so 2010 Mini, like the car company, look pretty glued and actual mini to the top of the Billboard, as sort of, you know, shout out marketing think outside the box. And I just, you know, you see all these things that happened in sort of, yeah, the 1718 1900s and how that kind of came through, like telemarketing. So I'm under the like telemarketing. Everyone thinks that's like 1970s 1980s Wolf of Wall Street. started in the early 1900s by a bunch of housewives who wanted to sell more cookies. Yeah. So not even joking. And he then had, and they basically sold the original lead list of, you know, local directories, and these ladies would just ring each other up and say, you know, my recipe is better than yours. Do you want to buy my piece?   Peter Sumpton  I just I find it fascinating how? Here we overcomplicate marketing, like we just do massively. And I always find it interesting to go back to its roots and original, where it all came from, and all that kind of stuff. And from from what I know, and what I found, is that there's no no one can give you a definitive, this is where marketing started. This is how this grew. Yeah, there's like tally marks in our posters and stuff like that. But it's usually someone's doing it in one country, or someone's doing it over here at the same time, roughly the same time, or whatever it is, and they derive something slightly different. And I just think typifies what marketing is all about, you know, trying new things, testing new things trying to stand out, but to a particular audience, and I think it's really interesting that if you read the history and go try to go back as far as you can, there isn't a Well, this person said this, and that led to, there are certain elements, but there's almost it's almost hearsay if you like.   Em Wilson  Yeah. And that I think that's the bit I find I find fascinating about it. And the bit I really enjoy about like, the history of marketing particularly is just its effect on society. Like, I don't think you know, so like, and I always go back to the toothpaste analogy, so, and advertising actually save the teeth of a nation.   And so   my favourite, one of my favourites,   that and you know, so back in the early 1900s, again, and only like 7% of Americans brush their teeth every day, which just seems insane. Yeah. And then this guy, called, I think his name's Claude Hopkins or something. But he, he basically got asked to advertise some toothpaste. But obviously, nobody really got it, they didn't really understand why they needed it. So he went and wrote read a load of dentistry books, which was really boring. And he found out about plaque and how it leaves like the film on your teeth. And he is actually one of the earliest examples of the cue and reward and advertising and marketing that we can find or I found today. And so the cue is if you feel the film on your teeth, then the reward is brushwood, Pepcid and get like the tingling feeling. Okay. Yeah.   And yeah, and so by the end, so it was all sort of do the tongue test, I think was his tagline. And, and he is like, within a decade, 65% of Americans were then brushing their teeth every day. And he also you had like the beginnings of influencer marketing, because Clark Gable was known for his Pepsi dense smile, Shirley Temple, you know, all of these people are so yeah, it's just I think that's, it's sort of the Mad Men era that I really enjoy.   Peter Sumpton  Yeah. And we, we need, and things are slightly changed from when I was, was being educated in marketing, if you want to call it that. But it's, I'd say, a lot of people get into the industry, because of that madman era, which is, I think it's slightly changed now. But and it's more, I suppose I have a Zuckerberg error if you like. And that's why people get into it, whether they fall into it by accident, or they want to, but I was hugely influenced by the fact that the psychology behind marketing and how it can have a massive influence on Well, actually a nation, like you just said, to the point of view that it changes culture. And I feel like did it change culture, people like cleaning the teeth.   That's, that's my,   Em Wilson  that was the bit in their social dilemma. I don't know if you've seen it on Netflix yet. But that's, I mean, that just makes you want to throw your phone out the window, and start talking about all the data that people get from, from your social media channels and stuff. But I thought was really interesting about that was it wasn't that the consumer was the was the main thing, like getting more customers wasn't actually the main thing. It was behavioural change. Or it was all kind of focused on and I thought that was Yeah, just really interesting. But I look to the the old, the old marketing, so mad men is usually associated with the 1950s, isn't it? I was talking about sort of the Victorian Mad Men, I sort of see them,   Peter Sumpton  okay.   Em Wilson  But, and also, like, think about Michelin, so like, and the tires, they started their publication in 1904. And because they wanted people to go explore, so they wear the tie that more often so that they, you know, so much higher. And now it's like the industry standard or gold standard for restaurants and things.   of 100 years.   Peter Sumpton  And that's it makes it makes me laugh. Like today when you hear people come up with some crazy ideas or crazy concepts within within marketing or everyone thinks that that's what we do. We draw stuff we call stuff in we come up with stupid ideas. Okay, we kind of do, but there's a lot of there's a lot of theory and methodology behind it. Imagine going into a boardroom. And, like, just on the face of it saying, right, we're at a company, what do you want to do? I know what we're gonna do. We're gonna give restaurants rewards. What how, how does that work? I but the theory behind it is absolutely bang, when you tell people that story, but that's how the stars came about and all that kind of stuff. It's like, Oh, yeah. And that's what really fascinates me about like, the history of marketing is the fact that you look at various things. And most people like the toothpaste, for example, they probably thought he was crazy. Like he never got to get people to clean the teeth. But doing his research, and bringing it forward to what people gather data for is behavioural change. That's pretty much what he did. He went back and read books and said, right, okay, this is a thing that I feel can influence people to change the way they think about their teeth.   Em Wilson  But what I love about that one particularly is like the dentist history books he read, he said in his autobiography that they were like, so dry because it was just all about what newsone plaque and like, just sounds and making it, you know, by calling it the film, like anybody can understand that anybody knows when you wrap your your tongue across your teeth, exactly how that feels, you know, if you've had a glass of red wine or something, you can feel it. It was that it was making, I think sometimes it marketing is just about making the complex, simple. And certainly like that the you know, that's the the challenge that keeps me in interested in in what I do is a lot of my work is actually how do you take this really sort of techie complicated thing and make it ama friendly, I call it   sort of anybody could understand   And I think that's, that's the important bit of a bit of marketing. And I think also, like, the other thing that we learn from the history is to play to your strengths. So, you know, think about, you know, post World War, you had the the VW, the Volkswagen, and you sell, you know, a German car, that's pretty rubbish in comparison with its western counterparts. And, and you know, and it's got horrible name on it. And what you do is you call it a VW, and all of the copy around those adverts were about the fact Yes, it was very small. And no, it wasn't going to go very fast. But it was reliable, and it wasn't going to need a lot of upkeep. So for people in post war, you know, post war Britain, post war America, it was actually as long as you call it VW Volkswagen actually not, it was a lot easier to get that that message across and actually became, it became a bit of a personality symbol a bit like the Mini is now. You know, for people, it's a bit quirky. And you know, many really, I think they actually took the lessons from VW from the 50s. And sort of brought that sort of into its own in the sort of the 2010. And because they were they were, you know, really playing on the on the mini sort of quirky personality. Yeah, yeah, that's really, I really enjoy it.   Peter Sumpton  Yeah, I mean, I, again, I mean, there's so many lessons we learn through looking at history and what's gone before us and all that kind of stuff. And we should always be looking forward. Don't get me wrong. But looking back to that. And and, again, the simplicity of marketing is, you know, you've got something that solves a problem. How do you get it into the hands of the people that have that problem? That's it, you know, that's all we're here to do? Through various methods or whatever. And pretty much, that's what VW did. They're like, Okay, we've got this car. So I'm going to suit everyone. It just isn't it fundamentally isn't. And we don't say Volkswagen, because that is far too German. So how do we get into this UK in this US market, right? We're going to need a name change, fine tick. But it's too small for most. So we're not targeting big families. We're not targeting people that want to do long journeys. Let's just be really focused and targeted on the people that that may want this. And let's make our comms about them. And how this car isn't made for everyone. And straight away, you're, you're in a select club isn't made for everyone.   Em Wilson  Yeah, you have to opt in. Yeah. And what I, what I love about those adverts as well is they really understood the power of whitespace. So like, if you look at their adverts, it's literally like a full page. And it's this tiny little car in the top right hand corner. And then there's a little bit of text at the bottom, I mean, talk about minimalism. It was you know, it was cutting edge really, in terms of like in terms of the messaging in terms of the coffee, I bowed down to those guys, they were they you know, absolutely incredible with what they did. But also, you know, sometimes you can solve a problem too easily. So, you know, tell me what you just said on its head a little bit.   Peter Sumpton  Yeah, no, go for it.   Em Wilson  Think another foodie one. But if you think Betty Crocker, so when she started, because obviously, you know, after, after the telephone, we had the radio, and then you obviously went to TV. And And what was interesting about that was that when she started with her cooking mixes in the early 50s, and you know, all the all women had to do was add water. And I thought, well, this is you know, they thought this is going to fly off the shelves, it's going to be amazing. And you know, it's going to make life so much easier for women and they can just, you know, sit back have a have couple of gems or however they want to do. And actually it was too easy. And, and their their sales didn't didn't do anything at all. So they had to actually add an egg that became the thing was add an egg. And then because then it was something about adding two ingredients that made women feel like they'd been important, because what they were suffering from was a form of guilt. Like it's too easy. I'm getting great feedback on my amazing cake that I didn't make this better. But by adding an egg, I don't know why there's some psychology in there. So that made it that made it they felt more invested and therefore it flew off the shelf after that,   Peter Sumpton  even that that's understanding your audience, isn't it going back to what we say and it's just understanding the market that you're serving and learning from your mistakes. I suppose You've taken it too far. But you're   Em Wilson  taking on feedback because they could have just carried on flogging it with the Add water. They could have just you know, you could have just seen more and more adverts coming out about that, but it was actually going to the customer base and going, why don't you like this? And, you know, actually making the making the effort and the point to not assume that they knew the answer. I think that's the really key point to take away from that example actually is, and like in today's society, I think because we're just so data driven, you know, you've got robots pretending to be humans and humans pretending to be robots. And we get so stressed about the data, we actually just forget to talk to one another. And that's, you know, such a such an incredible and you know, the feedback you can get from your clients and prospective clients. You know, every conversation you can learn something quite interesting.   Peter Sumpton  Yeah.   Absolutely. So just just a quick hello to James, he was on last last Friday, and we had a good Well, I'm gonna have to say we had good crack because he's Irish nickel me If I don't take a crack, at least once on the show. That was the contract that to sign. So he asked the question, and I've got no idea. The answer this, but this will be interesting. So what in history was the first most recognisable brand?   That's a bit of a big one, isn't it?   So, I mean, that's a Wikipedia question. And to be perfectly honest, I'd be amazed if there wasn't, if there wasn't actual answer to that. And from by that, what I mean, is that this probably recognisable brands going back way, way way. I mean, it's probably going to be something like Coca Cola or something. My first   Em Wilson  thought, but then when they first started, they only sold like, they didn't sell many bottles at all.   Peter Sumpton  Yeah, yeah, I know. I know. So I'm just trying to think of like, I think Coca Cola took the brand and made a thing, like in terms of what brand can do, because that is bigger than the actual rubbish that we sell, isn't it? Sorry.   It's not all   Em Wilson  green. And then now he's now he's red, because that was Coca Cola, wasn't it? That's always the I don't know if that's actually true. That might be myth and legend rather than actual true fact.   Peter Sumpton  Nothing is true.   It Well, they seem to claim it's true, but you just follow it up with that. So I don't know whether he's on Wikipedia or not. But yeah, yeah, we thought it was Coca Cola as well. But I think that massively depends on the country as well, because there was probably recognisable brands in the, in the in the UK, that weren't necessarily in us or whatever. But having said that, well, we've got some great participation now. So we'll just should just keep clicking char. So he comes up with this one, which is probably right   Em Wilson  about it. It was probably alcohol, it was probably a vise Yeah, absolutely. Like, you know, something that's not good for you. Because   Peter Sumpton  I'm thinking cigarettes, maybe?   Em Wilson  Well, they were they when they first came out. They were not that's what   Peter Sumpton  I mean. But it's still a race, which I was going to come on to in a minute, we'll come back to smoking. It's not actual smoking. But ama says that it could be Ford. Yeah. Which quite interesting. Although she has it's   too late. Probably. I'm not quite sure about   if she means for not her answer.   For I think for took the from my point of view Anyway, I'm not sure what you think about Sam but I think from for took the fact that brands probably know consumers better than they know themselves. And well, they're   Em Wilson  thinking about it. And you probably see if you think like in terms of brand, something like tea. I've just had a look at em on. I'm just on the time. Time website at the moment. And what closure? Absolutely. Yeah, like Google is your friend. And so stellar artwork was apparently that their logo was first used in 1366. So their oldest brand that times found anyway. And but what they said was actually yeah, Twinings tea that was 1887 if you think about sort of the trade routes and stuff, yeah, that kind of makes sense to me. So   no, like if someone asks a question, I don't know the answer, right.   Peter Sumpton  Chrissy says, loughs gone, Sarah, that's got that's got to be down. That's somewhere that has got to be. I think it's not going back as far as stellar or Twinings, but that's got to be somewhere. Definitely, so Okay, thanks, James. for that question. We've kind of ruined the whole show that but you know, we'll let you off. No, no, no, I have any further questions. Like please please dive in. Because some of those were, if anyone does actually know if anyone's got anything different From stellar or Twinings, that'd be interesting to know. I mean, fact we only deal with fun. Absolutely. So just going back to smoking gun, I'm not, I'm gonna never have never will. But I find it really interesting. And I'm gonna bring this to the modern day. But I find it really interesting that smoking was always seen as a positive thing to do, and a health thing. And the fact that menthol cigarettes were, so you could have fresh breath and stuff like that. And I find it really interesting that some things we take today. And I get your take on the smoking thing in a minute, but some things we take today. So things that were fundamentally made up like, I think I mentioned this in a previous show, but breakfast most important meal of the day. Well, I wonder where that came from? Would it be research that was conducted and sponsored by cereal manufacturer is   Em Wilson  by any chance? Yeah,   Peter Sumpton  absolutely. So no wonder it's the most important deal meal of the day. But it's the fact that going back to smoking, that the trust and belief that we have in what people tell us. And that's why brands are so important. And that's why brands have a place in society, but they can have a huge impact on how we feel about certain things. So what's your take on the whole smoking thing, then? going way back?   Em Wilson  Well, in terms of   Peter Sumpton  in terms of in terms of, of the how they used it as a positive?   Em Wilson  Yeah, I mean, they they use the oldest trick in the book, didn't they? They just, they just used it as sex. It was, you know, only cool people it was, you know, there wasn't any sort of, you know, boring person in the outfits, it was all to do with them. You know, it was it was a lifestyle choice. It was you, you you bought into that into that look into that into that vote if you like, you know, same way I buy an Apple Computer, because it says something about me, I think, you know, when you explain to me It said something about you and, and brand loyalty that mean, having been a buyer. And I actually did quite a lot on the sort of analysis of tobacco, and the brand loyalty is insane. Yeah, yes. So, you know, and tobacco is, you know, one of the biggest categories in you know, one of the, one of the certainly most profitable, and because, you know, it's addictive, isn't it? So? But yeah, we had to keep certain ranges and you'd like but we sell four of these a year. But you'd like your but Mike in that particular? No, Petra, he can't get his brand. He will start you know, shopping in Shell. Yeah. So yeah, I think the brand loyalty was it was was mad. And I think they have, they have done quite a lot in terms of, I think the the going dark was a, you know, quite stressful and but really good idea. And I'm not entirely sure how, how you be interesting, I haven't done the research on it and the need to on the, you know, having the adverts on the front of the packets, something if you if you're going to smoke, you're going to smoke to be interesting to see, I think what was I always had this idea of, you know, rather than having any advertising on it, almost have it like brown paper, and then in the cigarette packet have like a crayon, so you can draw on it. And but obviously, that's got charged presentation, suppose possibly not, but yeah, the I think it What amazes me is how long it took actually, for smoking, you know, the dangers of smoking and, and the realities of sort of, you know, the consequences of it, to actually filter into, into consciousness. And into, you know, because people would just for so long and accepted it, you know, in the war, so just smoke to keep going, you know, it was it was, it was something that they needed. And in a way, you know, great stress. It was a stress relief. But that's how it was noted, I think and say, yeah, just just the fact that it became so pervasive in such a, you know, reasonably short amount of time, actually, if you think World War 119 40. And today or to, you know, the sort of when it started becoming, you know,   bad idea.   Peter Sumpton  Yeah, I think right. And I think train trends change, and what we learn about certain things has, has a huge, huge impact on what we know, like and trust in our particular brands. Interesting. I was told this, so this this is going off on somebody told me rather than fact, but I think it's fact. So when when Steve Jobs, wanted to push and promote Apple computers, he didn't just go he didn't go down the address. He didn't just do that. He didn't just think right, okay, I need to be everywhere all the time. He gave them away to very influential people at the time. And it's just like, I don't know whether that was quite unique in what you did at the time. But knowing and understanding that culture and knowing and understanding that if you gives it to influential people that is far more influential than putting something in print in a certain magazine. I mean, that's huge.   Em Wilson  Think about 1984. I mean, that was a moment in time that Superbowl advert and that cost him, you know, I think nearly a million to create, but that wasn't that wasn't an advert. That was it. That was a Mini Movie. Yeah, that was that wasn't you know, even now, when I watched that I get sort of, you know, skin freckles, it's just it was so he was so ahead of his time in terms of understanding that that's what people wanted. I mean, now you get it all the time, you know, Lego movies, you know, that was just a full feature.   ventilated, really, really well for that,   um, you know, and again, that's a marketing department becoming, you know, almost profitable in saying, right.   Peter Sumpton  Yeah, absolutely. And   Em Wilson  as opposed to selling Lego. Yeah.   Peter Sumpton  Because that's what marketing needs to be seen as it does. It's not a it's not a cost to a business. It should be either a value or profit creator. And there's so many ways and it's interesting that the most the most innovative innovative one I've seen over the past like few days is the the Burger King and Stevenage linkup. I don't know if you've seen that. Well, that So what they did was, and I don't know hundred percent but basically, Burger King sponsored Stevenage. So when Stevenage were on a computer game in football, a football computer game sorry. All their players at Burger King on the top. So what Burger King did was say they did a whole campaign around play Stevenage and see how far you can get them saying the best players for Stevenage, you can buy the best players to see and everywhere you when it had Burger King on the top. So it was just unreal, just   Em Wilson  brilliant. I loved what they did in Germany when COVID started because they had the big six foot some bow around   it make it to the UK, I definitely would have bought one.   And one thing I liked about their communities, they they were always so and they've done some very interesting LGBT pieces recently. And so there's a piece between Burger King and Ronald McDonald, which I thought was very clever, and quite strong, quite powerful stuff. And but the other thing I liked about Burger King was they do you remember in I don't know. 20? Was it 2009 2010? They did the Delete 10 Facebook friends and get a free Whopper.   Peter Sumpton  All right, no, no.   Em Wilson  So and they say Facebook closed down eventually, because they they actually gave away 200,000   burgers.   But I think what they really clicked into was actually you know, how social media has fundamentally changed our understanding of friendships. In life, you know, if you I do an awful lot of work and speaking on social capital, and the power of social capital, and how that you know, the intrinsic value that you get from your relationships, and how that relates to the psychology of marketing, all that sort of stuff. But what's really interesting that is, you know, if you look at the data, people only really have 150 relationships, you know, those that you know, if you think about your, your wedding list, that's kind of your close circle, whereas on Facebook you can have you know, thousands LinkedIn same again, and and what they really kicked into and and also like, Who are you going to call for your free burger? Do you tell them? You know, you will my boss, but what for sacrifice? I think it was great. It was such a good, but I just thought that they was very bold, you know, to go, you know, even in 2009 2010 because, you know, Facebook wasn't, wasn't what it is now. And I just Yeah, I thought that was very clever. And the way that they'd sort of kicked into that cycle because it was very simple call to action. Anybody could do it. All you had to do was prove you deleted 10 friends and you get a free Whopper and hit me you know, who knows? Maybe on a behavioural level it made people think like, actually, you know, yeah, you're worth eating for a burger.   Peter Sumpton  I think I'd put my hand up and go, yeah, that's fine. I know. We're still mates. Just delete me. Like if you want that Whopper that we're just, I'm comfortable with that level of friendship. In fact, if you're going to tell someone, you're going to delete them for the burger, and they're happy with it, then you've got that level of relationship that's worth keeping offline really. To be fair. One thing first of all, Emma's not crafty. She's from Steven is just you know what the hell's going on. So I'll send you the link camera afterwards to see what's going on. But it's putting Stevenage on the map that most seller in Stevenage top for grey say you're winning on every level. But what's what's interesting to me is the fact that you said like what Burger King do is out there and it isn't and it you see a lot of innovative things that they do in terms of how they promote themselves and how they get in front of mass market. And but yet McDonald's is the market leader and they can't Get close to McDonald's. So like what's with that? Surely, in our marketing brain, it says that we have the most innovative, the most clever, the most backlog showed the best piece of comms, which is based on research, and it's a bit risky. And it's out there because no one's doing what we do. yet. We can't close this market leader.   Em Wilson  But I don't I think they they differentiate like, you know, they're very different. And, you know, you It's a bit like, you know, cat or dog, isn't it McDonald's or Burger King? You're either one or the other. And, you know, for me if I could have a Burger King burger with a McDonald's fries, and a KFC gravy like that? To be honest, because I'm from Birmingham, so chips and gravy is a standard. Hey, look,   Peter Sumpton  I'm more northern than you are. So don't come with your chips and gravy here. Like literally, we live on chips and gravy. It's like the sea is the river mercy? Yes. And   Em Wilson  it's really rubbish   that I found if anyone finds on that, because   my waistline doesn't, it'd be quite nice every now   and then. And but yeah, so I think I think, but they're also doing a lot of, you know, again, and they're sort of building those partnerships, aren't they? I mean, again, I don't know much about banking and McDonald's, where they're going with a marketing strategy, I have to have a look at that. But like, you are seeing more, so they did that whole thing where I can't one of them did a thing. Like, if you buy a burger, we'll give a load of money to charity.   Peter Sumpton  Yeah, I think that's Burger King again.   Em Wilson  And then McDonald's will like go to Burger King, want them to give all the money. So that was quite nice, you know, friendly, sort of competitive collaboration in a way. And but I think I think, you know, they are they are very different. They stand for very different things. I think the products are quite, you know, although they're still burgers, whatever, they are different. And so I think, yeah, it's again, it's sort of standing in that sort of in, you know, being what you are, and being okay with it and not trying to be a me to type thing I like I've got, you know, I think a lot of brands are now moving into this sort of social responsibility space. And you said about how brands have no, they've got an awful lot of power and influence and liking at the moment is seeing more and more brands actually moving into that, and sort of space quite confidently. And so, you know, we talked about Superbowl earlier. So Pepsi was one that I was thinking about at the time, because they sponsored Superbowl, like 23 years. And then one year they did it and of course more fast by the fact they didn't. They did they got more press for it. And But what was interesting was actually decided that year to spend that money on that. It was like a grant effectively, the projects, you know, if you had some good project, you could you could go to them and ask for money. Problem was it then died to death about 10 months later, because of that it was covered in fraud allegation? So actually did the more harm because at the end of it, but that's because it wasn't done properly. Yeah, you know, and all due diligence, should we say? Yeah, but, but yeah, I thought, you know, it was quite a bold move to put that money behind a behind the statement. And but you see a lot of companies now now doing that, and what we've seen this year, I think, more than than than other years, potentially, or certainly, perhaps I've just become more aware of it more in my, you know, like when you're buying a car and then all you see is car adverts. Maybe that's why. And, you know, there's a lot of companies brands are now putting their foot down and saying, you know, this is what we this is what we stand for, this is what we and this is what we're doing, to sort of actually show that it's more than worse.   Peter Sumpton  And that that for me is is the the pivot point. For me. It's the, this is what we're doing to show that that's our that's what we believe because and this, you know, you might have different feelings on this. But when you see logos change to have rainbows in the background, or you see them change to support something fantastic. I'm not saying any of that isn't fantastic. What I'm saying is that this month, absolutely, yeah, but what happens when you move that rainbow? Is that not important anymore, or not important enough to be in your logo, it just opens a whole connotation that you don't you don't need and you can support things without being all ballsy about it. People will get to know about it. And the people that you want to know about it will because they're the same type of people and the people that you want to draw in   Em Wilson  Yeah, no, totally. I I think for me, you know a lot of people get caught out on this in terms of you know, a logo change so well it's not you know, that's not that's not action. I think going back you know what I'm finding is we're now in the digital you know, we're absolutely in the digital age and we you know, our marketing and since you know early noughties or whatever, and really is when it when it took off, but I think what we're seeing Now it's because everything is digitised. We're losing trust. And so it is that that, you know, everyone's talking about value and integrity and authenticity, we can use all the buzzwords, but fundamentally, you know, the results speak for themselves. So I'd much rather, you know, be working with a company that has, you know, proven their culture and can prove in their case study, and all of that sort of stuff, that they're actually doing tangible things, rather than just, you know, sprinkling some gifts on a logo once in a blue moon, 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 Dr. Krista Fabrick https://www.kristafabrick.com/ https://www.linkedin.com/in/krista-fabrick/ 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 Something a little different this week as I want a share a recording of the first live a attempted to do way back in March of 2020. Yep, way back when we were young and mask free. Why am I sharing this now? As I think it is such a topical time to dive deep into all things Marketing Strategy. When your industry and buyers behaviour may be changing at a rapid rate, you should always focus on your strategic direction, whether this needs reassessing or nailed to the mast. A robust Marketing Strategy will weather most stormy seas… I really don’t know where these turgid sayings are coming from so let’s stop at now and get chatting to Marketing Study Lab second timer Krista Fabrick, now Dr. Krista Fabrick (but not at the time of recording which is why it isn’t really mentioned) – congrats by the way. In this episode we cover; - How to formulate a strategy - The difference between Strategy and Tactics - Pricing and perception - And of course, where do podcasts fit in with all this Without a random opener today, let’s dive straight in with a tentative ‘are we live yet?’ Watch the episode video: https://youtu.be/kJIZ7AxIGr8  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: James Perry (https://www.linkedin.com/in/jamesperryaccountingsuccesscoach/) Topic: Marketing and Finance Discussion Points Guinness!! Irish history Personal branding Financial education Professional marketing qualifications Importance of practical experience Link to the live video:https://www.linkedin.com/video/live/urn:li:ugcPost:6712752394180075520/ 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 Okay, fantastic. Live live live love it. And I am so delighted to be joined today for this little chat with Mr. James Perry. James How are you doing?   James Perry  I'm good Peter. What about yourself? Thank you for having me.   Peter Sumpton  No problem. I'm doing pretty damn well to be fair. Yeah, all is good big workshop today. Hang on one second. Yeah, just a bit of technical difficulty there Yeah, I did a workshop today that had loads of people in it which is absolutely fantastic all engaged all interested in in marketing and the theory and about how you build a marketing plan and stuff like that so I can't complain sunshine and I think it's a bit cold outside but who cares? This isn't a weather forecast. So we don't really care Believe it or not, the weather is lovely here. It's not cooled   James Perry  and we're in the north of Ireland here which is all we get out.   Get out that's not Peter like I say to people the London for Ireland this Hibernia which meant which means the land of water so I   Peter Sumpton  see now you're gonna have to come back on because I don't know enough about islands and I don't know how I'm going to link it to marketing but there's bound to be some way and your knowledge of marketing and marketing your knowledge of Island and the history is on real so yeah, we're gonna have to link that in some way shape or form I'm not sure how but like well   James Perry  here we go. One of the biggest brands in the world is Irish.   Guinness   Peter Sumpton  well see that's why I invite you on you just keep me in check and make me look fun cuz I'm   James Perry  brought on brand Ireland and I brand Ireland. For a country is incredibly strong. hoka high kind of country an island of 6 million people get every person in the water to celebrate Irishness on one particular day. Or Patrick's Day.   Peter Sumpton  Thoughts marketing at its finest. That is that is brilliant. That isn't how I thought we'd start today. But yeah, let's let's carry on down that route. Yeah, absolutely. Bang, right. Like, like what what Guinness Do you know, they are the antithesis of a heritage historic brand, which keeps transforming what they do from a Marxian perspective yet keeping that history. And those those brand qualities of the the, the white top, the black Guinness, that the iconic glass, that the only company I know that can create an advert about water, and not even mention what they actually sell what they actually do and that you should drink something else other than Guinness and then publicise it, I mean, just amazing stuff.   James Perry  The way that the company was find it, so there's finally over 300 years ago by Arthur chemists who signed this is true, a 9999 year lease on some chambers get   free, because that's one of the sources of Dublin mountain water.   Peter Sumpton  But that's not   James Perry  how they get the symbology as well, Peter, which odd stir brown the heart, the heart is the Brian baru ARP, okay, Brian brew was was an ancient Thai king of Ireland. And even that is symbolic. So you know exactly   what they're doing in terms of their branding.   Peter Sumpton  Well, but that's again, Irish knowledge come into the front. They're not only Irish, but marketing knowledge. Marvellous. And that's what that's what we're all about. I absolutely love it. We'll probably come back to that if we get a little bit bored later on.   James Perry  But we never get bored by Fred. We never get bored.   Peter Sumpton  Well, that is that is very true. That is very, very true. But let's try and stick to half an hour slash four or five hours. I think the mcse live you can go is four hours or something I can't remember. Anyway. That's Mike's it. Right? Okay. Let's go on to a few more serious elements. And then we'll come back to the Guinness stuff and all that kind of stuff. So let's start with your background, a little bit of information about yourself what you do and what you're all about right now. So everybody knows that, what we're what we're going to chat about and how amazing you are.   James Perry  Well, I'm a chartered accountant by profession, accountancy has always been been in the blood Peter so degree in accounting master's degree in accounting and worked for a firm called Grant Thornton for 10 years sort of bigger global firms was an associate director with them, then I moved in tend to stray from not even quarter of wkd, another another alcoholic drink Kima Francia controller with them. Then I left and went to the government, I was the government for government rule for four years, again, as a financial controller on then things happen in life where I had to take a career break, which then pushed me and to starting a company or a business called the cutting success coach, which is my main thrust in terms of LinkedIn and in terms of my, my own business with without, which is to coach accounting students on their exams, and also up and coming accountants and seasoned finance professionals through career development. So that's the main business, I am also a part time teacher, a teaching fellow with the University of Ulster as well. And teaching accounting. So that's my background is all pure accounting.   Peter Sumpton  Cool, excellent. And in a bizarre way, that's kind of how we met with your pure accounting background, my pure marketing background, we're both in the educational field, we both teach marketing, and finance professionally. So it was just really good connections. And the more we spoke about both, the more we realised, from an educational point of view, and just purely departmental, that the links and the synergies between both of them were, were unreal. And then we got chatting about that, and a whole host of other things we've got in common, but let's not mention that Liverpool, the champions of the world, and pretty much champions of everything, shall we? We'll just stick to the marketing and finance on   James Perry  our head is the greatest company ever.   Peter Sumpton  forgot about that? Yeah. God. Yeah, absolutely. Fantastic.   James Perry  You're You're definitely like in the synergies in both marketing on the coating, stroke finance, especially when it comes to getting a professional qualification, look, and examine assignment as an examine assignment, albeit a different topic. And the approaches, in my opinion, are very, very similar. So opposite. That's where we had thought that definitely the professional thing in common as well. Yeah. And we've both been there and Donna disposers, which the thing?   Peter Sumpton  Yeah, that's very true. And I remember speaking to somebody it was on it was on a, another podcast. And they were saying that I can't remember what field they went into. But they went to a university, and sat down in a bid business lecture. And the professor started talking. And he said, Can you give us an example of this, like, that you've been part of? And the professor said that will No, I've never been in business. I only know it academically. And the guy actually walked out. Because he's like, Well, you can't, I want to be successful in business. And there's only so far that I can go with you teaching me from an academic standpoint, if you haven't got any historical, practical application that I can learn from them. This isn't for me. And same with yourself and me. We've we've lived it with breathed it. And I think a lot of people don't give enough credit for the fact that it's all about storytelling. Marketing is all about storytelling, and we gauge with stories and people don't give enough credit for. Okay, this is the theory. But this is what happened to me, or this is a prime example of where it went wrong, or this is what we shouldn't do. Because we've I don't think people give enough credit for that.   James Perry  Absolutely not. If you can live and breathe, what you're teaching someone or what you're coaching someone that really adds a lot to it. I don't think I would have as much gravitas or could help as much if I was a part qualified accountant. I couldn't do that. Because I have sort of I qualified first time with everything. backgrounds always been in the profession. In terms of career, I got to see it very piscean monitored quite early. On no coming the other way with yourself. You know, we're taking the entrepreneurial and started starting on business and doing everything that comes along with that. And I think we're both in the right areas to help others. And I think that's a mean thing to Peter. You know, my endgame is I'm not enough to create the next generation because I'm not. Okay. What I am about, though, is to help people live the life that they want, by getting a world class professional qualification. And by doing things that I learned to, to sort of prepare yourself career forward and live your life you want. That's what I'm all about. And I mean, I'm in this to have a lifestyle business. So that's why I want to teach people how to do that.   Peter Sumpton  Yeah, I wholeheartedly agree from a slightly different standpoint, I think the thing that's missing academically, both marketing and on finance, from what I understand from what you've told me, is the fact that we see it as this, I get this qualification, then then I can do finance, I can do marketing, people will employ me I become employable. Yes, it helps, yes, you get a foot in the door. But what happens when things go wrong? You can't necessarily rely on what you've you've kind of learned, you need that practical experience. And what you said there was really interesting about end game, then why do you want this qualification and some people just want qualifications, because it shows them they can do what they can do, which is fantastic and great. not denying that at all. But others just want it for to progress in their career as well. And, yes, it might help to a certain level, but then I feel there's a lot missing that people don't talk about. For example, when I when I talk, there's the academic marketing, and then there's the real life marketing, the very, very similar, they both need to fit. But sometimes to get that qualification, you need to talk in a certain way. Whereas in real life, you would do things slightly different. It's not the same in in finance.   James Perry  In terms of theoretical versus practical, huh?   Yeah, yes.   Give me a quick example of that. One of the top one of the topics that people find very difficult than a coding is if you're doing an auditing exam, especially if you've never worked in auditing. So if you work and you're doing someone's a concert, if you're working in a tax department, you will find it incredibly hard to relate to auditing. But because I worked in auditing, I could relate to it. And that's something I can help people with a lot. Okay, but there's a massive difference between what it says in the books or what actually happens in real life. You know, what I mean? So there is a very, very different practical element to it. And I suppose, and my coaching, Peter, I very rarely talk accounting. What I what I do talk as though was with the practical applications of that accounting, because people can go and get all the material and learn from a learning provider, but I helped to apply that amount to different thing. Different things all together. And then especially with career development, you can read all the books in the world about career development, unless you unless you've done something, or you can talk to someone who's made all the mistakes like me, you know, shock when you learn about respect as well. So did a massive difference sometimes between theory and practice? Absolutely. But sometimes you have to know your theory before you do the practice.   Peter Sumpton  Yeah, yeah. And and, and that, that is the crux of the matter, there were the first live that I did with with Dr. I, we were talking about education and all that kind of stuff, and saying that it's hugely important to know that this theory, but theory alone, wouldn't necessarily get you through life, depending on what you wanted to do. And it is that that application, whereas if you flip it, and you've got no theory, then you're very, very fortunate if you can craft a career of any substance within a certain field, if you don't have that foundational level. And I'm presuming, like to my, my thoughts on on on finance, and that kind of area is that I wouldn't trust anyone that hadn't got a financial qualification to do my finances. I you know, just just wouldn't be in the same respect. If I went to a chartered accountant, then I probably want them to have X amount years of experience, rather than being that that fresh out is out of qualification. Do you think do you think once you've got a qualification, you are ready to take on the world? Or what? Let me rephrase that. What are the things that aren't taught? So you just pass the exam? What are the things that aren't taught that might hit you in the face when it comes to reality?   James Perry  One thing one point will make actually believe it or not, and it's it is a point for debate within the profession, is that you can call yourself an accountant or not be qualified. Okay. Right. You can actually believe it or not, and some of the best accountants that I know aren't qualified, and then not times that I tell them to get on the horse. get qualified is crazy, because it's adds so much credibility. credibility. So that's the first point in terms of the next bit. If someone has just qualified and they've got the accounting qualification, what I would tend to suggest is that they get that they stay with it where they are for perhaps a year or so or two. I don't know if it's the same in the marketing profession, but it's one or two years of what we call post qualification experience and accounting. And that normally is where you learn a lot of things. So there are a lot of people who perhaps qualify, say, in a coding practice, or within industry, perhaps, and I would say, stay where you are on and learn. Because that's, especially if you're going to go into senior management. And one thing that happened to me, Peter, was that I went that this was quite an extreme route. I went from being just newly qualified, straight into a senior management role. And I wasn't, I wasn't the manager, I wasn't manager, I was mid senior manager, I was promoted incredibly quick. Okay. And I was basically said, durscher portfolio of clients, go and figure it all out. Right. That's what I was taught. So I had to sink or swim. And I learned the hard way. No, that was when I was 10 or 12 years ago, and you'd like to think there's a bit more of a change, and I with proper coaching and things like that. So what I say to someone who is newly qualified, is this one to two years post qualification experience, and get a mentor or a coach. Absolutely, yeah. Because I've said, I've made all the mistakes. I was the one who didn't Dalit didn't know how to delegate. I was the only had this trinkets Knights. I was the one who was made stuff monitor at 20 it with all my mates, I was then their boss, I made every single mistake in the book. So get a mentor who's been there?   Because I tell you what not to do, you know?   Peter Sumpton  Yeah, that is very true. And although we learn from our mistakes, there's some mistakes you just don't want other people to make and others, you almost feel like they've they've got to learn from those mistakes. And that's not to say that, okay, well, well, you can come in work for me or I can be your mentor. But I'm going to let you screw up. It's not that at all most will. This is my experience, but you probably better experience in it for yourself.   James Perry  Absolutely. You have to you have to walk work and run.   Peter Sumpton  Yeah, yeah. So just to go back to the question, is it the same in in marketing, so what I would say, for anybody that's looking for a career in marketing, slightly different, the approach that I would take is that I would say, Don't jump to any particular position. Don't go for any particular job, look at look at the company, look at how they operate, look to see if they're marketing orientated, or whether they're sales focused, or production focused, because you will have a very, very different working life. If you work for a company that's marketing orientated, you will learn a shedload more than you will if they are sales focused, because what will probably happen is that you will be more comms based, and you will be more admin based at the very start. Whereas if it's marketing focus, yes, you'll have the admin functionality, because you're at the bottom of the ladder, but it will be marketing, it will be focused. So you'll get involved in product, you'll get involved in price place, you're getting definitely involved in the communications, because that's kind of what anyone sees nowadays is just the comms in marketing. And I think that's an issue we've got to face. But yes, slightly different to what you would say in finance. My advice would be more about think about the company, and what they can offer in terms of your education in marketing.   James Perry  It's funny, even as you say that,   whenever I was in the industry, and then in the business, once I left the ground floor, marketing was always seen as the sexy thing. Whereas finances, that's the boring thing, okay. But one thing I would say about accounting, if you are an accountant, is to go and talk to everyone else. Go on talk to the marketing department and sales department because what tends to happen or something that people have to realise is that accounting or the finance department is the eyes and ears of the entire business. Therefore, you have to pop relationships with marketing, CS, operations, Treasury, whatever that means. Be. So that's one thing that any marketing students are out there and you're with an industry, go and talk to your accountant Scott, talk to finance. Go and because remember, you're one organisation, it's not, am I that sometimes happens, where departments in a certain in one business think that they're competing they're competing or not? Yeah, that's one thing I learned massively. And accounting, I believe the term of content will be no longer and five years, we will be called business partners. That's what I believe will be called. Okay. That's because the numbers will take care of themselves through AI and blockchain. So we have to actually get off our seats and go talk to people. That's, that's what's happening. So that's where marketing and finance will really coexist.   Peter Sumpton  Yeah, it was a topic that I wanted to raise with you Really? What What can what can marketing ask finance and what can finance learn or understand how that relationship with marketing but completely agree like, across their whole business, similarly, within marketing, that the fact that you need to be involved in pricing, so you kind of want to talk to the finance department to see if you're profitable or not, you need to be involved in in the product. So technical, technical, and r&d and stuff like that. And the same for finance, you know, r&d, you could spend an absolute fortune on r&d and not get anywhere. But if you've got that financial backing to say, well, these are our pinch points, you can take it that far before we need to do this, we can rely on this product for that income, then, you know, the world is a better place. And I love the fact that you just said we're one company and we work in silos some some times and that is a really, really sad thing. Just Quick, quick comment. Will to actually from from Connor, he says, Yeah, the company can teach you so much. But love this one. loving this first time are tuned in. So I'm guessing that's because it's the first time you've tuned in and you just looked out with James Perry being my guest. So   James Perry  I would have a guest Connor. Okay, if you hop off the hop and Irish connection, there   Peter Sumpton  is balance. We can't connect, let us know. Yeah, absolutely. And if you if you've got any Irish history related questions, now's the time. Now's the time to ask them. Just Just on that, just to say, if anyone has got any questions about marketing, and finance, marketing, or finance and how they coexist, or how they work together, you know, please, please do speak up happy to take them on board. So just going back to that question, from your point of view, from a finance perspective, what would you want to know from from marketing to so we can coexist?   James Perry  The first point, if anything, with marketing or than any other department, the first, the first thing that always happens at the start of the year budgeting? Yeah, okay. This is with a bottle of normally. But again, it's having conversation. So if you are a head of marketing, if you're a head of thought sort of department, again, is not to try not to sit on your laurels and going, oh, we're going to get 5% on top of last year's budget, that does not work anymore. First thing is you need to go and talk to each other. And on the terms of finance, Peter, our terms of marketing, especially, it's gonna be very topical night because my farts bring in business with with the the recession and the depression living. What's the first thing to go? marketing budget is cost. Yep. Okay, so that's all the conversations that may need to be hard. Because the other school of thought is that whenever markets are low, or whenever the economy is low, that's the time you need to promote. That is the time you need to invest. So there's so it's actually really topical the conversations that should be compared to marketing finance right now. Hmm.   Peter Sumpton  Yeah, I agree. So if if anybody and I'll put a link in the comments after this because after find out my phone, but Mark Ritson at marketing professor, and consultant, he wrote an article that was published today, and it was talking about sales funnels and stuff like that. But one of the examples he gave was, and I can't remember the company, but an insurance company in Australia, and basically, the final, not the financial officer, sorry, the marketing officer. He doubled down on his advertising within this period, but he did it from from a branding perspective, as well as a sales perspective. So what he did, he went to finance and said, Look, I need more money because of this. And he explained it and what they did was they had this this when no one was advertising. They put all their money into advertising. So they got huge search. Advice. And then what they did, they had these small mini campaigns, where it was a case of we know times are tough. So here's 10 Australian dollars a month to insure you for fire, theft and damage. And that was the short term tactic. And it just worked on believably well, and he gives some stats in that article. And it was just a perfect example of knowing the marketing, but also knowing to talk to finance and saying, look, this is the state that we're in. But through what I know and what I understand we need to invest in you can't really do that without your finance department being on board.   James Perry  Absolutely not. Absolutely not. It's really interesting you say out too, because even from a personal marketing standpoint, bronze, Peter Brown, James. And I was actually on a course today and the question that I put out there was in the world of all this personal branding and personal marketing, I dare How can you make yourself stand out? And it's similar business and similar, similar personal, the same personal was your grant because of your Lego? Right? That makes you stand out? I probably stopped it because I'm the most on stereotypical thing. Right? I am. I like to think I'm not boring at all. I've got a personality. But I thought that was a really great question that was posed today. So I'm gonna I'm gonna I'm gonna be somebody who fires a question back to the host. What can people do? Or what can businesses do to make themselves stand out from the crowd in today's climate?   Peter Sumpton  I mean, I think you've hit the nail on the head with with Lego. Here I am, just for anybody that hasn't seen rowing. There we go. That was the fella. So yeah, I think it's being being memorable or being known for one thing, who you are, and being true to that over a consistent period of time. So unfortunately, nowadays, we live in an economy and that now economy, like I ordered something from Amazon ATM yesterday morning, and it was supposed to arrive before 10pm, the same day it didn't. But I've done that previously. And it has it's arrived the same day. And that is just not it was an extension lead. And it's like, how are you making money off that? So anyway, so be known for one thing, if you want a really good book to read, and a big shout out to john esperion. It's called content DNA. And what he says in that, he says that, you should have kind of three things that everything you do gears around. So that could be and I haven't nailed mine down. So I'm giving advice, and I'm trying to follow it. But I'm not 100% there yet. I'm still playing around with a few things. So so mine, my non negotiables are Lego, helpful, and witty. So everything you see from me should be either all those three things, or one of those things. If it's not, it's not me. And so to build a personal brand, it needs to be individually, you and there's only one of you. Now, the problem you've got James, you're in a great position, because like you say, if if you said, Peter, what do I do? And I hadn't met you. There's no way I would guess what you do. So you being you stands out in your marketplace. Now, if you didn't, I would say become known for a particular thing. So whether that's you wear a bow tie, whether you are a flat cup, whether you have a catchy strapline, whether you do all those things, it's about being consistent. And I don't care how dry or boring or on entertaining somebody thinks they are. They will appeal to a certain demographic, and don't focus on everyone. Even Harry Potter doesn't appeal to everybody. So if you if you're looking for 1000 likes and to please 1000 people forget it. If you're looking to please 1015 people out of the thousands, you're on the right lines. So that's what I would say be known for the right things but make it you because the one thing you don't want is to build up this personal brand of I'm James I'm always I'm always funny, always witty, I know loads of Irish history, and then I meet you, and you know nothing about Ireland, and you're just dull and boring. And I'm like, well, you're not the person I thought you were and and the one thing I would say it's actually in this book, a quote from me, although I didn't originate the quote, but a brand is a promise. And that's the same For individuals, so when I'm talking to you, James, you've promised me that you will be engaging, you will bring your your financial knowledge, you will bring your Irish knowledge, you will be true and honest and open. And if you weren't that, I just be like, well, something's wrong here. And that's who you are. So stay true to your brand and be known. Yeah, so don't break that promise, either. And if you've been false, you'll end up breaking that promise.   James Perry  The there are two things, and one I have actively worked on. On the two things that are your superpowers. One is sleep, right? Sleeping that the part I tell my students that I'm not joking that folks, if you don't have your sleep sorted, get it sorted. Hmm. Second one is consistency. And that is the super part that I neglected for a lot for a long time. So why would have been especially on LinkedIn for my own business, I would have been up here, massive peak post and stuff stopped doing well. And then you go into that truck, and you go into that trough of God, I'm not getting too many likes or follows around. But that's a self fulfilling prophecy, because he don't post you're not going to get them anyway. To be perfectly honest, Peter likes and all that sort of stuff of comments isn't necessarily my metric anymore. Because of to try and get clients and to get eyeballs on my posts. So few use engagement, DNS in the background, having really good conversations with people. What I want to get from this, but I have solved the problem. Now I've got a VA. So I have got over the last couple of years, and the intermittent posting, I'm creating content, I maybe have two or three years with content on my laptop, and I went to my VA and I went just you go nuts. which gives me that platform of consistency. Mm hmm. It's an education piece swept to educate her, where I want her to go with it. Now she's, I could say, just slightly more creative than me, in some ways, now quite creative in other ways. But it also gives me the scope to engage, it gives me the scope to have those conversations with people in the background. And that's something so another tip I would give anybody out there is that given consistency is your shipper part of whichever discipline, if you're not going to be so good at a time source that because it's really, really important. And that's something I've learned massively, you know, I have probably over the last six months been more successful than I have last financial year on it probably factors are probably about it. It is because I've been much, much more consistent over the last six months.   Peter Sumpton  So and I suppose that that's one thing that a lot of people take for granted. So a lot of people that class themselves have influences or whatever you want to call them. You see them a lot, you see them over a consistent period of time. And that is because they're consistently posting, they're consistently on a particular platform, and you get to know them. And that's exactly what you were just saying there. It's it's all about the consistency and using a VA i think is a great idea. And I'm toying with the idea right now. And I just think that I'm so glad you went to say that, you know, it's a bit of a learning curve, because the one thing you don't want to do is outsource and then you lose you. So I'm guessing in terms of the engagement and the conversations you have that is still you it's just the consistency is being helped with having this other person do the ad mini side of being consistent. And I was very lucky who I got from my VA so I have tried and busted   James Perry  our trading task division say a number. But what I do personally is nothing business related as myself on a friend on another young lady. I've got a podcast on we have just we thought we talk rubbish   Peter Sumpton  grin and bear it   James Perry  up grunenberg with Rebecca right so Rebecca is nine my VA on that's where I've been quite lucky. Okay, so Rebecca knows me personally, she knows that I'm like she is she creates movies. She has written a novel. She's not even 25 yet. She adds fantastic in the way she thinks she's very creative. And I went okay, Rebecca, you can kill two birds with one stone here. I am creative. But I'm quite logical in the way that I think. Can you help me paint more of a story about me, but also takes the burden off me to actually have it done on my business at the same time? And I said, Look, I'll pay X amount a month. Yeah, no problem. And that has been one of the best moves either For me, I have I have paid people who don't know me, I have paid. And I just been quite lucky that that has happened for me. But it still is an education process and I will be a continual process. You know, I've noticed that the quality, my deliverable to my posts and my graphics, on even the blurb and the wording of stuff in LinkedIn is infinitely better than what it was a year ago. So again, it has evolved through maybe as help as well. So definitely get people on site that will help you because we're not going to be great at everything we can't be.   Peter Sumpton  Yeah, that that is one fable, if that's the right word it within marketing, it's that. And I'm pretty sure anyone in lighting will will agree that that you have to be excellent at everything. And people expect you to be excellent at everything. So not only do you have to know the ins and outs of LinkedIn, but then you also have to know how to set up and design a brochure or a trade publication. And then you know, you need to know the printing process and the difference between CNY K and RGB and the different types of paper and because you're in marketing, and it's just, it's not true, because you cannot you cannot understand everything. It's It's nuts. Is that kind of similar in a way to to finance or it.   James Perry  Yeah, okay. Peter, people come to me and ask about tax all the time I have in my life, not a tax return.   Peter Sumpton  I asked you as well, like,   James Perry  I don't know, I don't even do my own. MIT does it for me. The reason why that was is because I can draw up my own company kind of not a problem. But my specialism in a bright trend was audit. So I used to go into other companies and audit their books to verify that were recalled true and fair. And basically reasonable. And I was I was a damn good auditor. And then whenever I went into industry, I drew up the books off Wk to either drink or I stabilised the finance team. And then I write and talk to the rest of the business. So I, for example, will not look at pensions or tax or anything like that. People come to me because I'm an accountant, automatically thinking that I know but that might though.   Peter Sumpton  Right? So many synergies there.   James Perry  Absolutely. Is the probably the same in marketing. There's so many but you're specialised that. And there's some areas that are not. And that's the reason why in some of these big organisations, like it's so many different departments. So for example, Grant Thornton are known as chartered accountants, but you've got departments for everything. You know, so I'm not the reason why, you know, you can be, you can be what jack of all trades and Master of None. Yeah.   Peter Sumpton  And there's loads of things to pull from that and discuss really, and I'm just conscious of time, but that's all. But there's no way we could we could break the timer. But they talk about that the T shaped marketer, so you've got a good grounding in all disciplines. And then you focus a speciality on one or maybe two. And that's fine. But the one thing I would say to that is that everyone's different, and everyone's unique. And don't be pigeonholed into one thing or another, unless you want to be a specialist in that area. If you want to be a specialist on PPC, on SEO, fantastic, brilliant, and then maybe branch out into other areas on no other areas of marketing. But if you want to be an all round marketer, I think you need to know and understand a lot. But think more strategically, because that's the bit that's missing the strategy element within marketing we all go for the tactic, we all go for the cons, we all go for the video, and the editing behind that and content creation and stuff like that. But it's the strategic element because all that content creation is great. But like you said with consistency, not only do you have to show up consistently, but you have to have a consistent message which again goes back to your personal brand and be known for particular things. So for example for you James, I know that if I see a post that is that is black, and I don't know what political it at turquoisey blue, it's   James Perry  it's the colour of the colour and the ripples on the shirt.   Peter Sumpton  That's where they got the colour from. I wondered that brilliant, I love it. But yeah, it's those two colours, then I know it's going to be James Perry, and it's going to be talking about accountancy. And because that is you've been consistent over a period of time with those colours. One if you want to check out anybody that does that unbelievably well. There's a lady on LinkedIn. She's very prominent LinkedIn called Mary Henderson. Her colours are pink, black and grey on real Everything you see is pink, black and grey every time I see something that's pink, I just think Mary Henderson's post. 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 Kate Christie www.timestylers.com https://www.linkedin.com/in/kate-christie/ https://amzn.to/2GwGniA 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 Everyone has been late for something in their lives. And everyone knows someone who is ‘always late’ (this isn’t a good thing, it’s just a thing). But in a time-sensitive world, how can we claw some of this back and start to take control of time? The same time that everyone else has in the world. 24 hours a day. Let’s chat to Kate Christie, Founder & CEO of Time Stylers. Kate is a time management specialist; global Speaker; consultant and the best-selling author of four books, the most recent of which is ‘Me First: The Guilt-free Guide to Prioritising You’ (links are in the show notes). Kate consults on maximising time, with a reputation for helping clients find 30 hours of lost time a month. In this episode we cover; - The main time stealers - Time investment tips - Making sure your day is productive - What teams need to focus on to become more productive - Can we rely on technology for time management? Takeaways Top Tip Don’t think of time as management, it’s an investment. If you do the math’s, your time investment really adds up as Kate so eloquently put it with her numbers and figures. Let’s make sure we invest it in something worthwhile. Favourite Quote ‘Each time we’re interrupted, it takes us about 23 minutes to return to the task we were interrupted from’ which is such a powerful statement. That means, we could literally spend a week not doing the task in hand!!!! Wow1 And Finally, the Most Important Takeaway from this Episode Set a weekly to do list (on a Sunday), this way you can see which activities should be non-negotiable. If you don’t do this then, as Parkinson’s Law shows, we will end up filling our time appropriately with other tasks, missing out those that could really shift things along. 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: 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

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

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 Dan Gingiss https://www.dangingiss.com You can also download Dan’s ebook from his website: 4 Things Every Marketer Must Know About Customer Experience Dan’s Podcast: https://www.dangingiss.com/podcasts/ Dan’s articles on Forbes: https://www.forbes.com/sites/dangingiss/ iFlix: https://www.iflix.com Enjoy the Episode - Happy Marketing! www.marketingstudylab.co.uk https://www.linkedin.com/in/petersumpton/ https://www.facebook.com/groups/marketingstudylab/ https://twitter.com/cousinp81 (@cousinp81)  Intro Customer experience is one of those tasks that we all feel should be a number one priority for a company that we are having that experience with. But do we put the same amount of effort into our own businesses CX? Dan Gingiss is a customer experience coach who believes that a remarkable customer experience is your best form of marketing. Building on his previous work within three Fortune 300 companies as well as a library of real-life examples, Dan now offers us his expertise in building an amazing customer experience. In this episode we cover the main points that Dan’s free ebook (link in the show notes) uncovers; 4 Things Every Marketer Must Know About Customer Experience, including; - Getting everyone to focus on customer experience - The basics of creating a great experience - The digital platforms that could improve these experiences - The tools and skills will we need in the future Watch the Episode Video: https://youtu.be/aA6ZB62VT14 Takeaways - Complainers, complain because they care. Listening to your customers is so vital because of this. The ones that provide feedback and are complaining are the ones that want you to succeed, get better, improve on what you have already build. So listen to them. - Someone has to be accountable for customer experience, although everyone should be involved in it and feel like they should be part of it. Dan gave the example of invoicing and how this can be an important part of the experience, which most companies flippantly pass off as a basic admin task. - And finally, think about and remember ALL the touch-points your customer has with your organisation and make these memorable and true to your brand. As Dan stated, they don’t have to be expensive. Some the of best experiences are brought about through simple, practical and inexpensive changes.  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: http://getpodcast.reviews/id/1375904962 Guest and Episode Links Naira Perez https://www.springhilldigital.com info@springhilldigital.com https://www.facebook.com/springhilldigital/ https://www.linkedin.com/company/springhilldigital/ Enjoy the Episode - Happy Marketing! www.marketingstudylab.co.uk https://www.linkedin.com/in/petersumpton/ https://www.facebook.com/groups/marketingstudylab/ https://twitter.com/cousinp81 (@cousinp81) Intro Facebook Ads are a topic we probably all know a little about and we certainly all consume them on some level, passively or actively. But do we really understand what goes on behind the scenes here? Our guest on this episode Naira Perez is a Facebook Ads Expert and is with us to go through all the elements we need to know to start effectively engaging with our audience. Naira, the founder of Springhill Digital is a data geek that is committed to brand building through paid social media. On this episode we go through the most important Facebook Ad actionable tips you need to get your campaign going and getting results, including; Building an audience and targeting, Bidding strategies, What makes a good ad, And the metrics we need to be analyzing. Watch the episode video:https://youtu.be/7OCAuxV4eqw Takeaways - Did you know how detailed you can get with Facebook targeting? Even if you aren’t using the platform to target customers it can be a great way to gather insight and develop an understanding as to the profile of those you seek to serve - When creating an actual Facebook ad, its important to remember ALL the key components to stand the best chance of success. These are; - Make sure you have an offer - Provide a message that highlights your solution to a problem - Make sure your image or video coordinates with your copy - Be clear on what you want people to do (your call to action or CTA) - And finally, if you are using videos, make sure the first three seconds and the first frame is engaging enough to gets someone’s attention. Always think about how quick you scroll through your own feed and what catches your attention while doing this. It’s a great starter to becoming a whiz at Facebook Ads. 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: http://getpodcast.reviews/id/1375904962 Guest and Episode Links Winnie Sun http://winniesun.com Enjoy the Episode - Happy Marketing! www.marketingstudylab.co.uk https://www.linkedin.com/in/petersumpton/ https://www.facebook.com/groups/marketingstudylab/ https://twitter.com/cousinp81 (@cousinp81) Intro This episode is all about finance, which is something that can be a difficult topic to discuss from a business or personal perspective. So in this episode we’re chatting to Winnie Sun, found of the Sun Group Wealth Partners but more importantly for us, Winne makes money talk relatable. A contributor for Forbes and having appearances on CNBC, ABC, CBS and Fox Business, Winnie is committed to helping anyone with their finance from those with millions to invest to the smaller $100 savings. Some of the actionable tips that we discuss are; - What should we be doing with our money now - What not to do - And what we should be doing in times of change or even crisis Check out the episode video: https://youtu.be/W5k94RqhS0E Takeaways - You need to start taking money seriously…. And start talking about it! So many comparisons with going the gym here. You need to be consistent, take it seriously and work on it daily. Don’t expect to know everything as soon as you walk through those financial doors either. Take your time and learn, build and grow. - Make sure you have a purpose, work out how this can make money and do the back tracking to figure out where to start. You have so much more chance of winning if you are passionate about what you do and what brings the money in. - And finally, have a plan! But not just one plan, many. In a world where we are told to niche down, go deep and own this space (which is so true), there is no reason you can’t do this for multiple spaces and multiple niches. As Winne said, which is so prevalent to the times we live in, make sure you have a plan B, C, D and E – if plan A isn’t working, you still have 4 plans to fall back on. 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: http://getpodcast.reviews/id/1375904962 Guest and Episode Links Chris Strub https://www.teamstrub.com https://twitter.com/ChrisStrub https://www.instagram.com/chrisstrub/ https://www.linkedin.com/in/chrisstrub/ Enjoy the Episode - Happy Marketing! www.marketingstudylab.co.uk https://www.linkedin.com/in/petersumpton/ https://www.facebook.com/groups/marketingstudylab/ https://twitter.com/cousinp81 (@cousinp81) Intro Is not-for-profit Marketing different to for profit? We’re going to find out on todays episode. If you think about it, the comms channels are the same and we would go through the same Marketing planning or strategy, but there must be some differences by way of using the rational and emotional to influence how we think and feel. To help us understand all this we’re chatting to Chris Strub. Chris helps non-profits make a huge impact by leveraging the power of video to create meaningful change. Partnering with Big Brothers Big Sisters of America and The Salvation Army to name just two charities Chris has worked with, he is currently focused on hands-on training sessions and live-streamed event hosting in communities around the world. Chris’s notoriety came in the summer of 2015, when he quit his job to take a solo, unsponsored road trip to all 50 US states, over 100 days visiting and helping charities along the way – inspiring the book ‘50 states, 100 days’ Watch the episode video: https://youtu.be/oZjrHcwjcIA Takeaways - Think about the emotional connection you can create. Take a look at some of the most successful brands in the world – Apple, Coca-Cola, Disney, they all use emotion to make a connection with their audience and stay front of mind. Be it through lifestyle, innovation and latest tech or imagination. So how will you spark emotional connections with your audience? - Use video to show the impact your service is having. It’s not about what you do, no one really cares, it's the problems you solve (this we found out on the special episode recorded with Ryan Foland back in October 2019 - https://bit.ly/39dSMA9) and showing this through video content can work amazingly well. - Finally, go behind the scenes. Consistency in content is key and we all need to be thinking like a TV station and producing quality content on a regular basis that goes behind the scenes of what we actually do. Letting people in, being authentic, open and honest can resonate much better than the standard corporate business ‘this is what we’re all about’, staged video can – so let’s be seeing the real you, the real business and the problems that you are solving. 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: http://getpodcast.reviews/id/1375904962 Guest and Episode Links Jim Fuhs https://www.linkedin.com/in/jimfuhs/ https://twitter.com/FuhsionMktg Tim and Jim Show: https://www.youtube.com/channel/UCnn36obQRil327wFGA756UQ Tools Canva: https://www.canva.com Adobe Spark: https://spark.adobe.com Linktr.ee: https://linktr.ee Smartbio: https://www.tailwindapp.com/smartbio Metricool: https://metricool.com Social Jukebox: https://www.socialjukebox.com Periscope: https://www.pscp.tv Streamyard: https://streamyard.com Tweetdeck: https://tweetdeck.twitter.com Gilphy: https://giphy.com Book: Age of Influence – Neal Schaffer: https://amzn.to/2J6MOpV Enjoy the Episode - Happy Marketing! www.marketingstudylab.co.uk https://www.linkedin.com/in/petersumpton/ https://www.facebook.com/groups/marketingstudylab/ https://twitter.com/cousinp81 @cousinp81 Intro Twitter has around 330 million active users and is sometimes see as the watercooler of the social channels (one for the older listeners that one). It can easily be dismissed as trash and full of negative comments, but look below this surface and there is a wealth of value in being active and using the platform. In this episode we’re chatting with Jim Fuhs of Fuhsion Marketing, a full service social media marketing company. Jim is known for his social expertise and personal training to get your rocking on multiple platforms. In this episode we strip it right back and discuss the all the Twiiter fundamentals you need to maximise your influence on this channel. Jim also mentions so, so, so many apps and tools that I’m not even sure if I caught them all for the show notes!!! (Let me know if I haven’t). Watch the episode video: https://youtu.be/f-pf0qpW9Mw Takeaways - Lets cover the first steps again – Get your Bio and your header right. Don’t use a logo, use a picture of yourself (that can be used across multiple platforms) and make sure you utilize your bio and username to add engaging elements such as keywords and hashtags - Have a Hashtag of your own (that people can use, follow or engage with) or use the hashtag of a live event to engage with those there and those that can’t make it! For example Social Media Marketing World used #SMMW20, which Jim was at AND was in the top Tweeters while there. - And finally, Jim’s four E’s to guarantee growth on Twitter that we should all be using right now; - Education - Entertain - Empower people - And last but most importantly Engage (this is what the platform was built on and a fundamental for any success now and in the future) 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: http://getpodcast.reviews/id/1375904962 Guest and Episode Links Kate Walling https://www.katewalling.com/ https://www.tractionhero.com https://www.facebook.com/tractionhero Traction Hero Links: https://www.instagram.com/tractionhero/ https://twitter.com/tractionhero https://www.linkedin.com/company/tractionhero/ The Information: https://www.theinformation.com Uncanny Valley: A Memoir - Anna Wiener: https://amzn.to/2J1PpSj Enjoy the Episode - Happy Marketing! www.marketingstudylab.co.uk https://www.linkedin.com/in/petersumpton/ https://www.facebook.com/groups/marketingstudylab/ https://twitter.com/cousinp81 @cousinp81 Intro The ever-changing world of Marketing needs to be constantly reassessed which I why I’m always keen to try and get those in the know on the podcast to discuss what is coming up in the near future and provide you with some ‘take action now’ steps. This is why I had to chat to Kate Walling. Kate is a Marketing Consultant for technology companies. Known for creating edgy brands, aggressive growth plans, and for building powerful marketing teams that know how to GSD (get shit done), which is why I wanted to speak to Kate about what we should be focused on for the rest of 2020. Kate also runs Traction Hero, a tech-savvy marketing agency that solves high growth companies’ most pressing marketing challenges so they can get on with being growthy! Some actionable takeaways from this episode include the need for quality content and some tools that can help here as well as a look at the effectiveness of social advertising. Watch the episode video: https://youtu.be/RVYty2DkL9Y Takeaways - Kate mentioned that the competition is high when it comes to valuable content, so make sure your is of the highest standard. Kate also mentioned Canva, which is a powerful tool to help you develop such content quickly. - Don’t have FOMO (fear of missing out) when it comes to your software. It’s easy to sign up for the latest shiny object, but think about what the future holds. What you are using now, you may not be using in 12 to 24 months, so make sure it is fully flexible and you are not locked into any agreement you can’t get out of. It can take a while to really understand now tech, so take your time before committing. Use the free trial, test it out, learn about the software and work out if it’s right for you. - And finally, think about how your MarTech all fits together. Kate said that there is a trend for using more than one CRM system and this can be seen in other genres as well – creative and social apps, multiple email accounts, even diaries! The efficiencies that can be generated by using multiple systems cannot be ignored. 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: http://getpodcast.reviews/id/1375904962  Guest and Episode LinksJohn Wall Twitter: @johnjwall - https://twitter.com/johnjwall https://www.trustinsights.ai https://www.marketingovercoffee.com Cheese Forecast: https://www.trustinsights.ai/blog/2019/06/fun-with-forecasting-cheese-of-the-week-predictive-analytics/ Search and Analysis Tool ahrefs: https://ahrefs.com  Enjoy the Episode - Happy Marketing! www.marketingstudylab.co.uk https://www.linkedin.com/in/petersumpton/ https://www.facebook.com/groups/marketingstudylab/ https://twitter.com/cousinp81 (@cousinp81) Intro Grab a brew and let’s look to the future. If you love your data, or don’t know what to do with it. This is the episode for you. It’s time to get your geek on. John Wall has been co-host of the popular Marketing Over Coffee podcast for the past 13 years, with over a half million downloads annually and look at the developments in both Marketing and technology. John also runs Trust Insights, helping companies understand Marketing Analytics and Data, which means he is the perfect person to ask about the ever changing world of Technology and how this is effecting Marketing as whole and what we can do to make sure we are at the sharp end of these changes. Actionable tips include; the tools we should be using in Marketing right now (and how you should be applying them) and those that will be important in the future. Takeaways - John says that a data set of 30 is your minimal viable option. With a data set of 30 you can start to make decisions – but the more data the better. But remember to look for the losers, not the winners. Pause, remove or delete those elements that aren’t working for you and focus on the ones that are. - Data, data, data. Throughout my whole conversation with John, it was abundantly clear that he is putting data that is readily available to us to good use. Data is all around us, but it’s using programs (a lot are free by the way) to make good use of this data that really counts – such as Google Analytics or Facebook Ad analysis – where we should be establishing our goals and tracking these for success. - And finally. Keep on innovating! John’s five areas for future growth that we all need to be considering are: Text mining, Network graphing, Data clustering, Attribution, Predictive. Enjoy the future people! 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: http://getpodcast.reviews/id/1375904962 Guest and Episode LinksMark Bowden https://truthplane.com Enjoy the Episode - Happy Marketing! www.marketingstudylab.co.uk https://www.linkedin.com/in/petersumpton/ https://www.facebook.com/groups/marketingstudylab/ https://twitter.com/cousinp81 (@cousinp81) IntroAre you sitting comfortably. You may not be after we chat to our next guest as he is one of the top body language experts in the world. If you were ever to watch a podcast on video… this is the one (link is in the show notes). Mark Bowden is a body language expert, keynote speaker and best-selling author. As a global authority on nonverbal communication, Mark trains people how to use their body language to stand out, win trust and gain credibility through his company TRUTHPLANE®, the name will become apparent later. In this episode we’ll learn a whole host of actionable tips that we can utilise straight away to make our body language impactful in the way we want t be seen. Takeaways - Love Marks take on making assumptions about body language and how making these stick subconsciously can cause lasting effects (or thoughts) that are incorrect. Always be asking … maybe, allowing you to consider the future possibilities that these feelings may change, from a negative to a positive. Always have an open mind. - I’ve been reading this all wrong in thinking that crossed arms are a negative signal! I’m a stickler for crossing my arms and have always been told it’s defensive and now we know, it’s a sign of comfort. Maybe I was comfortable in my defense. Either way, it just highlights how important it is to read and know your audiences non-verbal behaviours - And finally, don’t overcomplicate things. It’s easy to fall into the trap of overthinking the smallest, micro gestures and making them into something they’re not. Stick to the obvious, the gestures you can easily recognise that allow you to move the conversation forward in a positive way – Arms folded, I wish you a good day – I actually do have my arms folded - and now you’re either thinking about folding your arms, or they are folded as well….. I’m in your mind! 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: http://getpodcast.reviews/id/1375904962 Helen’s Free e-Book ‘I Just Don't Know Where To Start’: https://thecontentdoc.com/go/get-your-non-fiction-book-written/ Guest and Episode LinksHelen Pollock https://www.linkedin.com/in/helenpollock/ https://thecontentdoc.com Grammarly: https://www.grammarly.com/ Hemmingway: http://www.hemingwayapp.com Yoast: https://yoast.com/ Enjoy the Episode - Happy Marketing! www.marketingstudylab.co.uk https://www.linkedin.com/in/petersumpton/ https://www.facebook.com/groups/marketingstudylab/ https://twitter.com/cousinp81 (@cousinp81) Intro What can we learn from writing a book? Let me rephrase that. What actionable tips can we take from an Amazon-bestselling ghostwriter and non-fiction book coach. Turns out, there are a lot of actionable steps to help us with our writing. Helen Pollock has transitioned from writing lively and engaging copy for businesses in a whole host of sectors to helping business people to write better books and content through her business - The Content Doc. Helen believes that everyone can become a better writer and that creating a simple framework for content creation is the key to great business writing. But first, everyone needs this type of intro in their lives – Helen, what is Marketing Study Lab in Mandarin?   Takeaways - Never write for you! Always write for your customer. Their pain points are probably different to yours and should be the focus of what you are writing. Unsure what these are – ask! - Keep it simple. Just like no one wants to be sold to, no one wants to try and decipher what you’re going on about. Cut the jargon and write in an easy to understand way, but don't be afraid to add variety to your sentences. This will help to keep your audience engaged. - And finally, read it aloud. There is no better way to find out how your copy actually sounds than reading it back, or even getting someone else to read it to you! This is why TV and films always have read throughs, fine tuning for their audience and you should be doing the same. ACTION!  Music Featured on this Podcast: Sleepy in the Garden Lobo Loco www.musikbrause.de Creative Commons License

Get involved in the 10 day video challenge. Giving you what you need to start producing the videos that work for you: https://launch4life.com/vlic 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: http://getpodcast.reviews/id/1375904962 Guest and Episode LinksGillian Whitney https://launch4life.com gillian@launch4life.com YouTube Channel: https://www.youtube.com/channel/UCwy0QK5wQZghtYH4jVVaAvg Video Marketing Resources Powtoon: https://www.powtoon.com/home/ Camtasia: https://www.techsmith.com/video-editor.html Quicc: https://www.quicc.io Clips (iPhone app): https://www.apple.com/uk/clips/ Loom: https://www.loom.com SEMRush: https://www.semrush.com Screaming Frog: https://www.screamingfrog.co.uk Temi: https://www.temi.com Rev: https://www.rev.com Raindrop.io: https://raindrop.io Google EAT: https://moz.com/blog/google-e-a-t Banklinko (Brian Dean): https://backlinko.com Enjoy the Episode - Happy Marketing! www.marketingstudylab.co.uk https://www.linkedin.com/in/petersumpton/ https://www.facebook.com/groups/marketingstudylab/ https://twitter.com/cousinp81 (@cousinp81) Intro Video Marketing is almost essential when it comes to your marketing planning, so today we are going to talk through a whole host of hints and tips to get you set to start or improve your video output with Gillian Whitney, a Marketing Consultant from Launch4Life, who in her own words delivers ‘easy peasy marketing solutions’ to all her clients. Amongst these solutions is of course, video marketing, something which Gillian has had a focus on for the past few years. In this episode we cover: - Ways people should incorporate video into their marketing - Best place to start with your video - How to choose a platform - The equipment you need - How to develop a strategy - Software and tools available (and there are loads)! Gillian mentions A LOT of amazing resources, which can be found in the show notes alongside Gillians 10 day video challenge, which we also discuss. Takeaways - Don’t try to be everywhere all of the time. Choose one platform and do it well before attempting to master another and in choosing this platform just remember: 1 – To be where your audience is 2 – Be comfortable on the platform you’re using - When it comes to recording video content, think about what is appropriate for the platform. How long should your video be and to give it additional piece of production value, make sure your lighting is good enough. This can be the difference between a good and a bad video in terms of engagement. - And finally, check out the show notes for all of the links to everything Gillian mentioned throughout the episode. Even if you just start using one of these it will make you more efficient and improve your video output. Music Featured on this Podcast: Sleepy in the Garden Lobo Loco www.musikbrause.de Creative Commons License

Sex.... but while pregnant? Who would ever try? Who would have ever thought? Does your intimate life change once pregnancy comes into play? I think not! During this episode I sit down with one of my really good friends (who is indeed pregnant and 4 weeks from her due date) as we discuss her take on intimacy while carrying a child. From her favorite positions, to how pregnancy effects the body for over a span of 9 months. If you're ready, DIVE in, no but literally DIVE IN. Listen, Subscribe & Let me know what you think! Love&Light, YogiTB Pregnant Sex ft. Michelle (@luckylibraleigh) --- Send in a voice message: https://anchor.fm/yonichron/message Support this podcast: https://anchor.fm/yonichron/support