Podcasts about wild coffee marketing

Let's be friends!Rediscovering Humanity in Business with Amy Anderson

In today's competitive landscape, mastering lead generation is the lifeblood of any thriving consulting firm. In this episode, host Michael Zipursky talks with Amy Anderson, co-founder of Wild Coffee Marketing, to uncover expert insights and actionable strategies for maximizing lead generation success in the consulting industry. Don't miss out on a power-packed conversation and skyrocket your consulting firm's success!In this episode with Amy, you'll learn how to: Transform client satisfaction into long-term growth.Evaluate and implement new service offerings as market demands evolve, keeping your firm competitive and relevant.Enhance your team's effectiveness by carefully selecting the right talent and avoiding common hiring pitfalls.Secure future business by actively developing a robust and continuous pipeline of potential clients.Optimize your daily schedule as a CEO.Schedule a consultation with Wild Coffee Marketing. Connect with Amy on LinkedIn. Love the show? Subscribe, rate, review, and share! https://www.consultingsuccess.com/podcast

Episode 49. What are the options for starting a career in marketing? What are the options across in-house, agency and everything in between?In this episode, host Greg Martin interviews co-founder of Wild Coffee Marketing, Amy Anderson. Amy began her career working in New York in media and an account executive in the early days of digital media. She continued with a few in-house marketing roles before co-founding her current firm which today handles everything for their clients strategy to execution. Amy loves that marketing allows her to merge creativity with data-driven decisions, and co-founding her own company has made space for greater flexibility with her family. During the episode, she gives her tips for being successful in today's marketing space and what really matters when it comes to metrics.Key Takeaways and DiscussionHow she's utilized her education background in art history and English in marketing.The part of marketing Amy found was really important to her and why.How marketing owns the whole digital experience in today's world.The catalyst that led Amy to decide she was going to start her own business.The diversity of skills required to be successful in marketing today.How the agency model can be cost-prohibitive for small or mid-size businesses.The secret to standing out in today's marketing space.What you need to know first about your leads before you can hook them.The mistake Amy made early on in her career and what she learned from it.The boundaries set at Wild Coffee Marketing to promote a healthy work balance.Where innovation comes from and how company culture can support it.How the approach to leadership has changed, especially after the pandemic.

In today's episode of Team Anywhere, I interviewed Amy Anderson, the co-founder of Wild Coffee Marketing. Amy shares her insights on building engagement and a strong company culture in a distributed team. Through her human-centric approach to leadership, Amy demonstrates the value of genuinely caring for employees and creating a supportive work environment.Chapters:0:00 - Episode Trailer0:40 - Introduction1:13 - Episode start2:26 - Why Trust is Dying3:20 - Creating a Great Remote Culture5:40 - What is an Employee-led Economy6:47 - The Story Behind Wild Coffee Marketing10:15 - How to Manage a Distributed Team14:12 - Subscribe & Follow the Podcast14:29 - Accountability Conversations20:09 - Activities to Keep the Company Engaged24:19 - Create Your Rituals Early On!26:36 - What Great Leaders Do27:49 - Where to Find Amy Anderson?28:39 - Thanks for Watching/Listening!Learn more inside this week's Team Anywhere episode by clicking on the link below!► https://simonleadershipalliance.com/TA161-amy-andersonWatch the full podcast episode here:► https://youtu.be/ZB-jeXp7SFMFollow and listen to the full episode on your favorite podcast platform

In this episode of the Thoughtful Entrepreneur, your host Josh Elledge speaks to the Co-Founder of Wild Coffee Marketing, Amy Anderson.Amy's passion for marketing is deeply rooted in her experience as a client-side marketer. This unique perspective allows her to understand the needs of her clients, who range from franchises and quick-service restaurants to B2B companies. At Wild Coffee Marketing, they focus on understanding the target audience and their needs, which is a crucial aspect of marketing. Their unique positioning allows them to provide strategy, leadership, and execution for their clients.Amy explained the benefits of hiring a fractional VP of marketing or CMO, especially for companies that lack a senior marketing person in-house. This approach offers cost-effectiveness and flexibility, providing both strategy and execution.Amy pointed out that the pandemic stripped away the salesy-ness and gimmicks, allowing businesses to focus on meeting the needs of their customers. She advised companies to treat clients like adults and build collaborative relationships rather than transactional ones. This involves clearly explaining how to solve customers' pain points and avoiding jargon or over-selling.Amy also shared that Wild Coffee Marketing is undergoing a rebranding process, focusing on helping midsize companies with their marketing strategies on a fractional basis. She invited listeners to visit their website to find insights and articles on their blog, "Deja Brew." They can also schedule a consultation with Amy to discuss their overall strategy.Key Points from the Episode:Amy's background and experience as a client-side marketerTypes of clients Wild Coffee Marketing works with (franchises, quick-service restaurants, B2B companies)Importance of understanding target audience and their needs in marketingUnique positioning of Wild Coffee Marketing (providing strategy, leadership, and execution)Benefits of hiring a fractional VP of marketing or CMOTrends in B2B marketing (email marketing, providing value through webinars, advisory content, whitepapers)Shift in sales and marketing strategies after COVID-19 pandemicImportance of treating clients like adults and building collaborative relationshipsAbout Amy Anderson:Amy Anderson is a highly regarded industry leader, boasting over 25 years of experience across renowned brands like Calvin Klein, Seventeen, and The New York Times Digital. She co-founded Wild Coffee Marketing, focusing on revitalizing businesses through diverse disciplines and custom-tailored teams. With a rich background, Amy excels as a creative marketing professional, showcasing her prowess in brand strategy, crafting and advancing advertising, marketing, and public relations campaigns, and spearheading new product development and market introductions. Her exceptional talent lies in advising business proprietors and management cohorts and steering cross-functional teams toward strategic and revenue triumphs.About Wild Coffee Marketing:Wild Coffee Marketing is a vibrant marketing consulting firm that fosters business growth. Comprising a team of adept thinkers and proactive implementers, the firm is an expert at orchestrating every facet of the marketing journey, from the conception of strategic blueprints to their resolute execution. This modus operandi effectively positions Wild Coffee Marketing as an indispensable extension of their client's teams.The firm's comprehensive methodology encompasses a holistic evaluation of internal and external factors, pinpointing...

Step into the dynamic world of Amy Anderson, where corporate discipline seamlessly merges with the essence of personal authenticity. As Amy recounts her evolution from a corporate stalwart to a ground-up entrepreneur, she underscores the monumental role played by staunch belief and regimented morning habits in charting a path to success.Amy's candid insights shed light on the indispensable need for authenticity in today's branding and marketing realm. In a post-COVID world that demands transparency, she speaks about distilling a brand's essence into a core message, illustrating this with her client's innovative approach to financial reporting that turns the often drab topic into an engaging one.Beyond her personal practices, Amy emphasizes the importance of understanding the comprehensive customer journey in any brand. She narrates her proactive approach with Wild Coffee Marketing, where the emphasis isn't just on fulfilling client mandates but also on pioneering innovation and bringing forward novel ideas that significantly enhance the customer's brand interaction.In a touching metaphor, the "flip the turtle" culture encapsulates her business ethos— it's about rallying together, supporting, and uplifting each other, be it within her team or for their clients. As she underscores the essential aspects of leadership— from establishing predictable processes to fostering compassion and balance— listeners get an insightful look into what makes a leader truly effective in the current business landscape.

Amy Anderson is a widely-respected and creative industry leader with MORE THAN 25 YEARS OF EXPERIENCE at brands such as Calvin Klein, Seventeen, and The New York Times Digital. As co-founder of Wild Coffee Marketing, she focuses on transforming businesses through a diverse set of disciplines and tailor-made teams.   Seeing the unique opportunity to blend creativity and data, she improves both brands and entire organizations. Amy's specialties expand across brand strategy, creative design, digital marketing, PR, and marketing consulting. She has a track record of driving value for her clients through conceptualizing and implementing brand and growth strategies, organizing outsourced teams, and developing innovative marketing initiatives. Building Wild Coffee from the ground up has allowed Amy to have a unique perspective of the entrepreneurial journey, especially as it relates to scaling start-ups and leading with compassion during demanding times. She drives strategy, creativity, and implementation across Wild Coffee's client roster. As you can see, she would make an excellent guest for your next podcast episode.   Guest Links Website: https://www.sagaleadership.com/ Instagram: https://www.instagram.com/wildcoffeemarketing/ Facebook: https://www.facebook.com/wildcoffeemktg/ Twitter: https://twitter.com/wildcoffeemktg/ LinkedIn: https://www.linkedin.com/company/wild-coffee-marketing/   SJS Website: https://thesuccessjourneyshow.com Facebook: @successjourneyshow Instagram: @successjourneyshow

Many business owners are resistant to putting time and resources into marketing because it can be daunting. Perhaps you can relate.   Amy Anderson of Wild Coffee Marketing is here to help you overcome the hurdle of marketing. Seriously, this interview is a comprehensive guide that is packed with gold.    Amy covers TONS of marketing magic you may have heard about (like which metrics are the most useful to track, to how to make potential clients feel the emotions you are longing to incite in them) but she dives into them in ways where you can take them and run with them.    So if you're putting off giving marketing the time it really needs, this is your chance to get what you need in a bite-sized piece so you can finally have the tools you need to level up your marketing right now. Grab a pen and paper, and get ready for a crash course!   Learn more about Amy's endeavors at WildCoffeeMarketing.com  

Growth is uncomfortable. Whether pushed (life change) or pulled (following your dream) toward the career and contribution you want, commitment is foundational.  The beginning will be tactical: Creating a revenue stream Building a business pipeline Attracting the right people to work with you Time management, workflow to produce deliverables, and integrating work product time into the larger life scope are all elements underpinning your company values. How your company works will be determined by the metrics measured at the company level, plus employee metrics.  In addition to metrics, provide guidelines for consistently delivering the work and product; when broken down by role, each person knows how they contribute to the company's success. In this program, you will learn that culture is how you do your work (not what work you do); that competing priorities always pop up, so with more precise set goals, you have a way to navigate forward; and that sometimes contraction (in sales, margin, or resources) is an intentional way to reach growth goals.  Jess Dewell talks with Amy Anderson, Co-Founder at Wild Coffee Marketing, shares how accountability allowed her to build an amazing company through the discomfort of growth. —--------- If you want to continue to look for inspiration to creatively or innovatively approach decision-making and problem-solving, use the experiences of other business owners who have created great companies. Try Fast Track Your Business today to keep learning and growing and stay intentional as you work strategically on your business. -------------------- Feel like you need a bit of help with some business direction? Then ACT to Plan by contacting Jess for a 30-Minute Unstuck Quick Consult. You'll discuss your aims, where you are, and where you should be to move deliberately toward your team-building goals! -------------------- You can get in touch with Jess Dewell on Twitter,  LinkedIn or Red Direction website.

Amy Anderson is a widely-respected and creative industry leader with MORE THAN 25 YEARS OF EXPERIENCE at brands such as Calvin Klein, Seventeen, and The New York Times Digital. As co-founder of Wild Coffee Marketing, she focuses on transforming businesses through a diverse set of disciplines and tailor-made teams.Connect with Amy:Insta @wildcoffeemarketingLinkedIn https://www.linkedin.com/company/wild-coffee-marketingFB https://www.facebook.com/wildcoffeemktg/Resources:Listen and Lean into our Resilient Community! Get your free monthly magazine and all access to our video vault. www.resilientgift.com Did I mention.... totally FREE!Other episodes you'll enjoy:Jodi Wellman - How to Live a Life Worth Living https://www.spreaker.com/user/16624418/jodi-wellmanGal from the Midwest Hunts Pythons in Florida :Amy Siewehttps://www.spreaker.com/user/16624418/amyConnect with me:Instagram: https://www.instagram.com/resilientseries/Facebook: https://www.facebook.com/KimTalkscaYouTube: https://www.youtube.com/channel/UCowz4fs2_3aPu8D5d1NAmQwTwitter: https://twitter.com/Kim_Hayden1LinkedIn: https://www.linkedin.com/in/kim-hayden-74a203181/Website: https://www.resilientseries.com/kim-talks-podcastLoved this episode?Leave us a review

“You really need to identify your target audience. If you don't know what market you're in and who your ideal client is then how can you even begin marketing?” -Amy Anderson Marketing ourselves isn't easy and in the bookkeeping industry especially, where we tend to be more introverted, it can be hard to build an exciting and outgoing profile. Fortunately, marketing ourselves doesn't have to be all or nothing. There is room for us to find ways of doing it that play to our strengths. It's easy to get discouraged when you spent a lot of time on a marketing strategy that had few returns. This doesn't mean you are a failure. It just means you need to try something else. Perhaps that is hiring someone to help you market your bookkeeping business or to find passive and slow marketing tools that can be working for you in the background. Amy Anderson, co-founder of Wild Coffee Marketing, is this episode's featured guest. She has spent 25 years helping businesses market themselves to the right kind of clients. Her expertise and holistic marketing approach have helped countless businesses find the right clients, build consistent and engaging profiles and feel more at home in their niches.  If you are struggling with marketing, unsure about what to do next or how to grow your bookkeeping business beyond the "I must take every client I can get" mindset, this is the episode for you! During this interview, you'll learn... The value of finding the best methods for the type of person you are How to manage referrals to find your ideal clients The importance of leveling up your client list To find out more about Amy, click here . Connect with her on LinkedIn and Twitter. Time Stamps 01:50 - Amy talks about her career journey  04:21 - Navigating the hurdles of business  06:21 - The common marketing mistakes 07:18 - Defining who you are & what you offer 10:53 - Mastering referrals & finding the ideal client  13:36 - Levelling up your client list to avoid bad clients  16:28 - Finding the best marketing method for you 24:08 - Accepting the need to adapt  27:04 - Balancing your professional & personal life This episode is brought to you by our good friends at Pure Workflow! It's a simple, easy-to-use workflow practice management solution which will help you manage your clients, deadlines, workflow and team with ease. The BEST PART? It's specifically made FOR BOOKKEEPERS! For more information, visit PureWorkflow.com!

Amy Anderson, CEO of Wild Coffee Marketing, is a widely-respected and creative industry leader with MORE THAN 25 YEARS OF EXPERIENCE at brands such as Calvin Klein, Seventeen, and The New York Times Digital. As co-founder of Wild Coffee Marketing, she focuses on transforming businesses through a diverse set of disciplines and tailor-made teams

Amy Anderson is the Co-founder of Wild Coffee Marketing; Amy shares her story of starting her own marketing company. She describes how she found her niche in strategy in strategic branding and positioning and advises her clients to start with defining their market segment and building a foundation from there. In this episode, Amy talks about the challenges of balancing work and parenting. She shares that she had to learn to accept that she wasn't an “amazing parent” and that she instead shifted her mindset to focus on her children's independence and success. She shares that she has designed her day around her children, fostering a lot of independence in them. [00:01 - 05:44] Opening Segment Amy shares her almost 30 years of marketing experience working with brands like Calvin Klein, New York Times Digital, etc. She helps shape the brands that she and her team work with by implementing innovative marketing strategies that helps them stand out uniquely in their industry   [05:45 - 23:33] Creating A Culture Of Kindness And Compassion She believes that a company's marketing strategy should be based on four pillars, namely: Positioning Value Market Segmentation Campaign Planning She discusses her philosophy on human resources and how she approached developing her team   She stresses the importance of creating a culture of kindness and compassion     [23:34 - 34:18] The Importance of Team Meetings In Cultivating A Positive Culture She discusses the resignation of several employees from her company, which she attributes to the employees' desire for better work-life balance and less exhaustion She notes that women are leading more businesses than ever before, but these businesses often lack the flexibility to meet the needs of their employees She uses team meetings to foster better communication and collaboration between her team members Team meetings are important for cultivating a positive culture within the company Amy encourages her team to focus on the positive [34:19 - 39:08] Closing Segment Amy recommends to visit her  www.wildcoffeemarketing.com!   Reach Amy through her Website: www.wildcoffeemarketing.com Facebook: https://www.facebook.com/wildcoffeemktg LinkedIn: https://www.linkedin.com/in/amy-anderson-17abba2/   If you liked my show, please LEAVE A 5-STAR REVIEW, like, share, and subscribe!   Tired of feeling overwhelmed? Download my free guide: The Aligned Entrepreneur: How to Break All the Rules in Business and Still Be Wildly Successful   LEARN MORE ABOUT EMI Website Facebook Instagram LinkedIn   Check us out on Apple Podcasts or wherever you listen to podcasts.   Thanks for tuning in!   Tweetable Quotes “My mission is to transform the way in-house teams and marketing teams are built for companies and to run an in-house team in this environment.” -  Amy Anderson “I have really tried to foster, a culture of kindness and compassion. And when you say they're human beings, absolutely. I say it all the time. They're not workers, they're not employees, they're humans who have taken a chance on my business partner and me and this company. And I feel really honored that they're. So, I treat that with a lot of care. you know, I think compassion comes in the form of clarity.” – Amy Anderson “I hope that leaders are more open to hearing what the needs are, because I think inherently, we want to meet the needs of others.” - Amy Anderson

Amy Anderson Founder of Wild Coffee MarketingAmy Anderson's 28 year marketing career led her to branch out and open her own small consulting firm, Wild Coffee Marketing. She shares her entrepreneurial journey, tips for business branding and mindful leadership, and marketing mistakes to avoid. Website: www.wildcoffeemarketing.comLinkedIn Page: https://www.linkedin.com/in/amy-anderson-17abba2/Facebook Page: https://www.facebook.com/wildcoffeemktgTwitter Handle: @amyandersonprYour Resource For Success PodcastListen

Our podcast is designed to provide you with top business insights, fresh perspectives from world-class guests, and the tools you need to lead better than before. This week, Tony welcomes Amy Anderson, co-founder of Wild Coffee Marketing. Amy will share how she helps her clients build both their brand and their business. Then, Tony brings you 5 quotes to energize your week. Learn more about your ad choices. Visit megaphone.fm/adchoices

Welcome to another episode of The HERO Show. I am your host Richard Matthews, (@AKATheAlchemist) and you are listening to episode 212 with Amy Anderson – Creating Value-Based Growth for Businesses. Amy Anderson is the founder of https://wildcoffeemarketing.com/ (Wild Coffee Marketing)—a marketing consulting firm that helps businesses grow better teams of thinkers and doers who handles everything from strategy all the way to execution. Wild Coffee is focused on transforming businesses through a diverse set of disciplines and tailor-made teams that span brand strategy, digital marketing, PR, and marketing consulting. Amy has more than 25 years of experience at brands such as Calvin Klein and The New York Times Digital and drives strategy, creativity, and implementation across Wild Coffee's diverse client roster that includes e-commerce, manufacturing, healthcare, financial services, and technology clients. Here's just a taste of what we talked about today:https://drive.google.com/file/d/1b4tp6zCOz_cjJ1lC_gme0Nbk5Cuw-Xa3/view?usp=sharing (A Vision as a Superpower)Amy's superpower in her business is vision, vision when it comes to story. This allows her to see a company, see a product and know what it should say and what it should look like. It is just very clear for her working with big brands and startups, establishing their foundation and guiding them through a path of growth. https://drive.google.com/file/d/1lpETmg_TNXqAl2MYwCKdSnCumyzfCJtf/view?usp=sharing (Wild Coffee's Driving Force)Amy's driving force is to understand their client's customers, be very clear about what they stand for, and make sure everything stems from that strategy. They never skip the strategy of the visioning positioning and everything they do ties back to that. Also, narrowing down their KPIs and assessing the three to five metrics they are going to track. Tracking those numbers is very important in the work they do because it is a way to let their clients know where they stand at all times. Other Topics We Covered on the Show:We also talked about Amy's origin story. Her several job experiences and her parents investing in a consulting business for her paved the way to where she is now. Amy shared the reason why her parents invested in a consulting business for her. Not being comfortable talking about money has been Amy's fatal flaw in her business. She was able to overcome this type of flaw by knowing her value in the market. Two things Amy constantly has to fight against in her business are strategy before tactics and the thought that when you build it, they do not just come. Lastly, Amy's driving force is one, do what you say you're going to do with integrity. The second is always be moving the needle for your clients. Recommended Tools:https://www.teamwork.com/ (Teamwork) The HERO ChallengeToday on the show, Amy Anderson challenged Tony Zacario to be a guest on The HERO Show. Amy thinks that Tony is a fantastic person to interview because he is a dynamic young CEO that is incredibly effective and visionary. They started working with Wild Coffee Marketing at 50 locations. They're now at 200 and just bought several locations and took a board seat. They've just grown this concept. And the mission is simple for them. It's about making mobility and people's lives better. How To Stay Connected with Amy AndersonWant to stay connected with Amy? Please check out their social profiles below. Website: https://wildcoffeemarketing.com/ (https://wildcoffeemarketing.com/) With that… let's go and listen to the full episode…

Amy Anderson's 28-year marketing career led her to branch out and open her own small consulting firm, Wild Coffee Marketing.  She shares her entrepreneurial journey with other women, how she selected her business partner, tips for business branding, and marketing mistakes to avoid. Introducing Amy Anderson What problem do you solve? Maintaining engagement and a strong culture with distributed (remote) teams. What three questions do you answer? What is your approach to managing a distributed team? What is your philosophy about client management? What role does culture play in your company and why is it important? Show Notes: Amy's company started in 2016-2017 when people were starting to get used to working from home. They asked: How do you keep employees engaged? How do you create a culture of accountability? How to keep them motivated. You have to be intentional. You have to create systems and processes When you start to grow a company you need to think as a big company, not a small company. You have to consider things you will want in place as the company grows. Consider updating your processes as your company grows. Also, consider you may need to update them over time. You'll have team members with the strength to document processes. Utilize their strengths. Be sure to be repetitive to help remote team members absorb the information. Amy's company addresses their customers as partners to create the right culture. It helps them realize they are in it together. It helps them listen and really understand. They really ask their partners about their place in the marketplace to determine where they need to go. Creating a company culture within is important to be successful. There needs to be a higher purpose. They need to know their why. -- their mission and values Everything they do should move around this. They review goals and do a 90-day review. It is a discussion where they can openly talk. They rate their energy. If they are not at a 10 they try to determine why and what can change. Give feedback immediately. This gives an opportunity to redirect immediately.  Do truth with compassion. Approaching people with compassion and kindness gets the best work. Employees want to know their employer cares! If you're not always selling then you don't have a business. Always understand your finances. Bring in expertise. Amy Anderson's Recharge Round What habit do you think has led to success in your life? Absolute, unrelenting consistency. If you had one do-over, what would it be? Pricing services right and focusing on the value and having confidence going out into the market. Connect with Amy: Amy's website: www.wildcoffeemarketing.com LinkedIn Facebook Twitter Learn more about Gary's Mastermind group at goascend.biz/mastermind/ Get your Daily Dose of Positive at SimplePositiveActions.com

Amy Anderson is the co-owner of Wild Coffee Marketing which is a marketing consulting firm that helps businesses grow better. Amy is a widely respected and creative industry leader She has a track record of driving value for clients through brand and growth strategies, designing teams, and innovative marketing strategies.  Her work at Wild Coffee is focused on transforming businesses through tailor-made teams that span brand strategy, digital marketing, PR, and marketing consulting. Amy has more than 25 years of experience at brands such as Calvin Klein and The New York Times Digital.  In this episode we discussed: - Amy's career journey from an English major with no sense of purpose to becoming the co-owner of a marketing company - the ways in which finding the right career can happen through a process of elimination - how important it is to just try  - how trying and doing different things helps you to cultivate a sense of confidence  - small achievements along the way lead to more and more confidence - motivation comes from doing, not from thinking - the power in acknowledging what we are doing instead of focusing on what we are not doing - leadership is a choice, not a rank - how people will follow your "why" and not your "what" Connect with Amy at: www.wildcoffeemarketing.com LinkedIn: @amyanderson If you enjoyed this episode then I'd like to invite you to continue the conversation over in my free Facebook group - The Leadership Purpose Community. You can find it at www.facebook.com/groups/leadershippurposecommunity   Curious about your leadership purpose?  Download your free quiz - "How Closely Are You Following Your Leadership Purpose" at www.RobinLOwens.com Thank you for listening! Be sure to follow the show so you don't miss the next episode! You can connect with Dr. Robin on LinkedIn  or Facebook or contact me via email at: robin@purpose-based.com You can read more about Leadership Purpose and my upcoming book on my website at: https://www.robinlowens.com/ Talk to you soon!

Amy Anderson is co-owner of Wild Coffee Marketing. With more than 25 years of experience at brands such as Calvin Klein and The New York Times Digital, she drives strategy, creativity and implementation across Wild Coffee's diverse client roster that includes e-commerce, manufacturing, healthcare, financial services and technology clients. Amy is a widely respected and creative industry leader who sees the unique opportunity to leverage creativity to transform both brands and entire organizations across multiple sectors.Her work is focused on transforming businesses through a diverse set of disciplines and tailor-made teams that span brand strategy, digital marketing, PR, and marketing consulting.https://www.wildcoffeemarketing.com

“You can be the most phenomenal entrepreneur, but if you are not selling all the time, then you don't have a business.” Amy Anderson The entrepreneurial journey is unique for everyone, and this includes whatever it is that motivate people to get into entrepreneurship and stick despite the challenges. This is especially true for our guest today Amy Anderson, who despite her love for corporate, found herself on the path of starting and running a marketing business, and ultimately becoming the best at it. Amy Anderson is a widely respected and creative industry leader who sees the unique opportunity to leverage creativity to transform both brands and entire organizations across multiple sectors. She has a track record of driving value for clients through brand and growth strategies, designing teams and innovative marketing strategies. Her work at Wild Coffee is focused on transforming businesses through a diverse set of disciplines and tailor-made teams that span brand strategy, digital marketing, PR, and marketing consulting. Amy has more than 25 years of experience at brands such as Calvin Klein and The New York Times Digital and drives strategy, creative and implementation across Wild Coffee's diverse client roster that includes e-commerce, manufacturing, healthcare, financial services and technology clients. In today's episode, Amy talks about how her business came to be, and her experiences going through the entrepreneurial journey. Listen in! Social Media LinkedIn Business: https://www.linkedin.com/company/wild-coffee-marketing/ Twitter Business: https://twitter.com/wildcoffeemktg/ I'm celebrating my 30th year in marketing since I graduated from University of North Carolina at Chapel Hill with English and art history double major. [3:01] I got a job with Calvin Klein in the broadcast division and was made the head of what they used to call new media which was online media and digital. [3:17] I went into pure.com and was the head of promotion at Village in New York, which was the first website for women. [4:18] When I was ready to start my own firm and to become a consultant, I was really armed with a lot of experience that I can bring multiple viewpoints to my clients. [4:58] It can be overwhelming as a marketer to have so much data that you don't know how to make it actionable. [6:22] We try to keep it simple and look at five key performance indicators per engagement and that helps us to focus. [6:35] Most people don't focus on the whys and all the nuances of their journey and their experience. [7:47] Looking at how your customer experiences you at every stage of the funnel, and focusing at being good and delivering at every point of the journeys is really important. [7:57] We are industry agnostic and our clients benefit from our being in multiple industries at any given time. [9:47] For a lot of these franchisors, having multi-unit operators gives them a level of sophistication versus an owner operator. [14:06] When you buy a franchise, it is about the level of ongoing support available. [14:57] People are working so hard, but just taking care of your team and yourself and being a little bit more focused on that is critical. [16:31] Commercial break. [16:52] I started small doing whatever I could get my hands on, and after my partner joined me four years ago, we worked together and started scaling the company. [20:21] The biggest lesson as an entrepreneur was that you can be the most phenomenal entrepreneur, but if you are not selling all the time, then you don't have a business. [22:06] I started doing it more over the last two years, and now I'm very comfortable negotiating. [22:42] If you look at different conversations since Covid, we're having an authentic conversation with potential targets about what we do and we're telling you in a really real way. [24:28] We don't establish trust through talking, but by deeply sitting still, and trying to understand what the other person is saying. [25:36] If you can live a life where someone feels better after leaving your presence than they did when they entered it, you have lived a life well lived. [26:16] When I was writing my business plan almost six years ago, the wild coffee plant was growing outside the window. [27:00] It was a vibrant plant that I would have to cut back because it grew so well, and had some energy and I thought that would be the perfect metaphor for this company. [27:27] It's a little tough for everybody right and we're all faced with a lot but we have to keep going right now. [29:04] ………………………………………………… Thank you to our January Sponsor: www.businessmiracles.com or Heather Dominick Are you a highly sensitive individual? You can learn to be in charge of yourself physically, spiritually and financially in a way that honors your highly sensitive self. Heather Dominic is the founder of Business miracles.com. and she's been training highly sensitive entrepreneurs and leaders since 2010. Whether you've been in business for years, or just starting out, learn how to be comfortable in your highly sensitive skin, to create your work and life to match who you truly are, so you can work less while making more impact and income. You are welcome to take the HSE quiz by clicking the link: https://energyrich.isrefer.com/go/quiz/SYP/ Learn more: https://energyrich.isrefer.com/go/HSCC/SYP/

What are the most common mistakes in marketing, and how can you avoid them? In this Expert Insight Interview, we welcome Amy Anderson, a co-founder of Wild Coffee Marketing and an accomplished marketing professional with demonstrated expertise in brand strategy.

How do you make your brand stand out? Matthew Sullivan interviews Amy Anderson, the Co-Founder at Wild Coffee Marketing. Wild Coffee is dedicated to helping your business grow better. Amy discusses with Matthew how customers are hungry for authentic connection. The first step to establishing a real connection with your clients is to know who you are. What do you stand for? Next, understand who your client is. Get into their heart and mind and know what they need. Are you itching for more practical advice to make your brand stand out? Tune in!

If you have to step away from your career for a prolonged period of time, do you have a plan for re-entering the workforce?  For many women, this hypothetical is a reality — and there's one plan more and more women are opting for…  Entrepreneurship.  Today's guest, Amy Anderson, Co-Founder of Wild Coffee Marketing joins the show to discuss her passion for helping other entrepreneurial women and share her marketing insights.  In this episode, we discuss:  - Why the entrepreneurial journey is often different for women  - The effects of COVID and why more CEOs are paying attention to mental health  - Why entrepreneurs are well-equipped to handle today's unpredictable business landscape  Now that you know more about the entrepreneurial journey for women, are you ready to gain the skills to spot professional sabotage before it happens or employ buyer-first principles in your organization?  Check out the full list of episodes: The B2B Revenue Executive Experience. 

If you have to step away from your career for a prolonged period of time, do you have a plan for re-entering the workforce? For many women, this hypothetical is a reality — and there's one plan more and more women are opting for… Entrepreneurship. Today's guest, Amy Anderson, Co-Founder of Wild Coffee Marketing is one such woman. She joins the show to discuss her passion for helping other entrepreneurial women and share her marketing insights. In this episode, we discuss: - Why the entrepreneurial journey is often different for women - The effects of COVID and why more CEOs are paying attention to mental health - Why entrepreneurs are well-equipped to handle today's unpredictable business landscape Now that you know more about the entrepreneurial journey for women, are you ready to gain the skills to spot professional sabotage before it happens or employ buyer-first principles in your organization? Check out the full list of episodes: The B2B Revenue Executive Experience.

Amy Anderson is a widely respected and creative industry leader who sees the unique opportunity to leverage creativity to transform both brands and entire organizations across multiple sectors. She has a track record of driving value for clients through brand and growth strategies, designing teams and innovative marketing strategies. Her work at Wild Coffee is focused on transforming businesses through a diverse set of disciplines and tailor-made teams that span brand strategy, digital marketing, PR, and marketing consulting. Amy has more than 25 years of experience at brands such as Calvin Klein and The New York Times Digital and drives strategy, creative and implementation across Wild Coffee's diverse client roster that includes e-commerce, manufacturing, healthcare, financial services and technology clients.Support the show (https://www.patreon.com/bePatron?u=44196766)

When it comes to multi-location or franchise marketing, the key is balancing centralized brand control with hyper-local marketing. This week on The Inbound Success Podcast, Wild Coffee Marketing co-founder Amy Anderson explains how her team approaches managing the marketing strategies for some of the countries biggest franchise brands. From working with Franchise Advisory Councils (FACs) to leveraging technology to deploy consistent marketing messages across geographically distant franchise locations, Amy shares insider tips and insights on how her team helps franchises achieve their growth goals. Check out the full episode to get the details. (Transcript has been edited for clarity.) Resources from this episode: Check out the Wild Coffee Marketing website Connect with Amy on LinkedIn Check out Propellant Media and Strategus to learn more about geofencing Transcript Kathleen (00:00): Welcome back to the Inbound Success Podcast. I am your host, Kathleen Booth. And this week, my guest is Amy Anderson, who is the co-founder of Wild Coffee Marketing. Welcome to the podcast, Amy. Amy (00:24): Thank you so much for having me, Kathleen. I'm super excited to be here. Kathleen (00:27): This is going to be a ton of fun because we're going to talk about something we have not talked about yet on this podcast, which now that we're almost 200 episodes in is, it's pretty rare. So I always get really excited about these episodes. But before we jump into our discussion topic, tell my audience a little bit about yourself, what Wild Coffee Marketing is and kind of how you ended up doing what you're doing. Amy (00:50): Well, I can't believe it's been almost 30 years of a marketing career that went by very, very quickly. And I actually started in the media business in New York right after college, I moved there and I worked at 17 Magazine and I loved the pace of it. You know what, 21 year old woman does not want to work at 17 for a bit, but I had a really hard struggle with the accountability and the performance of print bothered me back then. And so I ended up in broadcast actually at Calvin Klein cosmetics, where I was managing $70 million of co-op funds for radio and television. And I love that we at least had Nielsen data, right? So at least we understood audience and then pure play internet media came on. Right? So in the mid nineties and I worked at the New York times digital, I was part of the original group that had launched with my times.com and that was gated content, right? Amy (01:41): So you had to register, you still do, and now it's paid, right? So that was my first foray into sort of personalized content, registration, data, user data. And I've sort of been obsessed with it ever since. And running marketing departments then and B2B and tech and financial services. So I stayed home for a few years raising my young sons. And when I went back into the market, I would have had to have a really sort of senior job at that point. Cause it had been 20 plus years and I wanted the flexibility to be able to raise my young kids and started consulting. And I joined forces with my former boss who is now my business partner, Solomon Wancier. And we founded Wild Coffee Marketing, knowing that there is a place in this market for sort of this hybrid model, right part consulting firm and part agency. So we're very heavy on sort of strategy and advisory services, but we also implement what we recommend or we can. And it's been a really great three and a half years so far. Kathleen (02:41): I have a bunch of questions, the first one, and I'm sure you've gotten this many times in the past. How did you come up with the name Wild Coffee? Amy (02:50): Well, I was living in Miami for 17 years and an area called Coconut Grove where you'd have to like knock back all the weeds and foliage with. I mean, it is jungley and there's a native plant called Wild Coffee that grew all over my property and it was hardy and beautiful and sort of energetic plant that was hard to keep back and it attracts birds and butterflies and bees. And I was sitting in my office one day and I said, you know, if I ever form a company it's going to be called Wild Coffee. And it's been a lot of fun for us because it has a lot of fun brand extensions that we are able to work with. Kathleen (03:25): Yeah, that's neat. I had to sort of chuckle when you talked about Nielsen ratings being the thing that got you into being like a data-driven marketer, because wasn't it, I feel like in the last two months, Nielsen has come under fire for mismeasuring just recently. And it's just, it just points to like how far this stuff has come in that time period. Like in a short amount of time, the way we measure has gotten so much more sophisticated and we're able to have such a higher degree of accuracy. It's, it's pretty fascinating to me to, to track. Are you still doing a lot in broadcast now or no? Amy (04:03): They're doing some OTT actually the over the top for one of our actual multi location franchise clients and that, you know, I always preface it when I'm at a cocktail party or at a meeting or speaking to a group and you have to sort of say, I know the creepy factor is there that we're kind of continuing your journey from the internet into broadcast in your home, but there's also no sort of margin for error anymore with tracking right there last, you know, last attribution and things like that, that you can't be wrong. So when Nielsen comes on their fire for things like that, it's just, it's unacceptable at this point. Yeah. We're expected to be accurate all the time. Well, Kathleen (04:39): And I also feel like, yes, there are a lot of people out there who, who complained vocally about being tracked and all that. But I've had a lot of conversations recently, recently, especially since apple started doing a way with, you know, cookies and things like that, where people are saying, I kind of want to be tracked because I want the ads I see to be relevant. Like I was joking with somebody who said, you know, my advice to all the men out there was get your mother's day presents before apple, deprecates the cookie, because all you have to do is go look in their feed and see everything they like, and that's not going to be there anymore. And so it is interesting that I think there are people who, who it's, we're very divided as a society in terms of what we want. Amy (05:23): I agree. And you want things to be personalized and relevant, but there's a price that comes with that. You know, some of the geo-fencing that we're doing. I mean, I'll tell when we have multi location, highly localized marketing that I know if you've been in Orange Theory or Publix in a shopping center and it's highly effective for us in some ways, but I understand sort of the creepy factor of it, but at least I'm going to serve you something that makes sense to you. Kathleen (05:49): So let's actually get into that a little bit because the topic that we're talking about that we haven't talked about before is multi location or franchise marketing, you know, and we've talked about probably every aspect of marketing in some way or the other for single businesses or single locations. But it's very interesting to me when you start talking about franchises because not only are we talking about multi location, but with franchises specifically, we're really talking about multi owner as well. And like, how do you craft marketing programs that, that are manageable with such a broad constituency for them, but then also protect the integrity of the core brand. I'm fascinated by that, because this is the kind of thing that if it's not managed correctly could like really do a lot of damage. Amy (06:39): We talk about the rogue franchisee, right? So that's a thing. It's interesting for us. It's fascinating because it is a, it's like, it almost is a marketing program that has tension in it, right? So you have the corporate roles, which is, you know, brand, getting new franchisors franchisors on board, multi unit location investors. So you have this sort of corporate aspect and then you have this theory sort of hyper localized and they have different goals, right. So one is brand value, equity, consistency of message. Growth. And then at the local level, it's like, okay, that's all really nice and well in science, baby, give me the leads. Yeah, exactly. Amy (07:27): Meets the road for sure. Absolutely. And it's two totally different strategies. So how do you bridge that? And I think you have to have two disparate programs. I mean, there has to be a corporate marketing team of corporate marketing focus and plan that may be PR, right? So we have, one of our clients has a hundred plus locations. They recently hired a celebrity, sort of endorsed her, but he bought 20 locations. So what do you do with that and him and PR at a corporate level, but then how do you make that translate into local markets? And one is that we use pretty sophisticated technology and platforms to push whatever we want at a corporate level, to the local level. So we'll say, Hey, you can pick from all this social content in this platform that we use, but we're also going to push some things and you have to be okay with that because there are certain messages that have to trickle down, but otherwise we're going to give you evergreen and promotional content that you can pull. Kathleen (08:19): And I assume that that's all baked into the franchise agreements so that the framework is there from the start. Amy (08:27): Yes. And we actually have another client that has a hundred corporate owned locations, right? So that's a little easier because they're corporate owned, you have more flexibility. Franchises usually will even have a council, right. They call it the FAC and those people are representing interests of the individual franchises. So you've got this local strategy, delivering leads, putting together that sort of program. And then they come to you as a group with, okay, this is what we need to have you do to improve this. So it's just a lot of sort of moving parts, a lot of dynamics and you have to be super flexible and focused on performance and focus on overall growth at the same time of the actual brand. Kathleen (09:06): And it's interesting because prior to my life in marketing, I actually worked in what I would call stakeholder consensus building for, for large public sector reform projects. And it was about building up grassroots support at the ground level so that these projects could like could, could go through their life cycle without getting derailed essentially by opposition. And I feel like what you just described is exactly also that, because like, if you, from what I'm hearing, if you go into this and you haven't got the, not just the buy-in of corporate, who I'm assuming is your customer, but then you don't take the time to really socialize what you're, what you're going to do with the franchisees, or at least this CA this council of representatives, then that's going to cause a lot of problems down the road. Is that accurate? Amy (09:52): That's absolutely accurate. Yeah. And it's, it's, it's representing lots of different interests showing performance results, you know? Yes. The corporate, the corporate group and the C-suite is our client, but we also care very deeply about these people who in many cases have invested hundreds of thousands of dollars. They're small business owners, right? So maybe 41 of our clients, all the locations are owned by 48 people out of 110. So some have multiple, but we really care about what happens. And I think you've probably seen this over the years in B2B marketing and in marketing, if you don't love and care about your salespeople and their experience and their needs, you will never be successful. And that's sort of the case here that I see that they have they're with customers in store, they have their own set of challenges, especially in COVID. Right. So I just think that sort of empathetic approach to those people and delivering their needs is a foundation for a lot of our strategy. Kathleen (10:53): So now, in terms of how you work with these companies, you said often corporate is your client, is that right? Yes. And are you doing the corporate marketing and, and some of the PR as well as the actual local marketing, or are they bringing you in to take on the local piece? Amy (11:10): That is a really good question. It depends, in some cases we will actually manage the localized digital agency. That's doing lead generation for a fee per location. So they'll be doing sort of local paid digital. And then we handle it, the corporate level SEO overall all of the PR and then social media usually, although, you know, that's sort of the agreement that you have is okay, please, because really sort of genuine engagement at the local level is super important. So go ahead and create your own social, but we are going to provide you a library to supplement that. And then we're also going to push things to your page sometimes, cause that's really important too. So it's sort of creating this hybrid model of that and we love managing the localized agencies cause they're typically very good at what they do. Franchises usually get a choice of three to four to work with. Kathleen (12:06): Interesting. So when you come into a new client, walk me through how you break it down because this feels like, like eating an elephant. I hate that analogy, but I'm going to use it anyway. Like you've got to do it one bite at a time. And so there, cause there is a lot that could be done here. So, so how do you, do you have like a mental model for how you tackle this? Amy (12:28): Absolutely. I mean, any engagement that we start with always has a positioning, right? So we all use April Dunford and work with her. You know, we love all, I love her too. So we all sort of have that foundational work that we do with the brand, right? So you have to identify who all your personas are, what matters to them. And once you mobilize all of that in the positioning, we usually start with corporate, understand the growth targets, understand what's worked, what hasn't, where they're trying to go. We have a client now that's trying to go from one 20 to 240 locations. They are a stretching gym and they have had zero problems after COVID, which is incredible. I think people are ready to be out and wellness is very important to all of us. So really sort of working at the corporate level and then going in and looking at their funnel, right? So what's the awareness phase, what's consideration and conversion, and then starting to deploy local strategies on top of that, for example, we know 97% of consumers engage in local search when working, looking for a local business, right? So what do those Google My Business pages look like? What is happening with all their directories? And imagine all the directories times a hundred locations, the scalability is tremendous. So you have to have a centralized sort of command center to start doing that. Kathleen (13:49): And are there any particular tools that you find really helpful? I mean, I know I've used like some rushes, local SEO bolt-on there's Yext there's there used to be Moz local. I don't even know if it's still exists anymore. Like, are there certain platforms that you've found to be really scalable for that? Amy (14:06): Absolutely. We use Yext for some of our bigger sort of enterprise clients for that we're actually using a platform called Soci. So I don't know if you've heard of them. They're meant for multi location marketing, they offer the localized local pages, directory pages, social. So when I talk about creating those folders, pushing social app chat, we use them for, and really what's been super helpful recently is reviews. So right. So up to maybe 30 to 40 locations of a business, you can do a lot of things manually. You get to 50 plus, and that's where the scalability sort of shifts at a hundred. Plus you, you have to, so to look at reviews across a hundred locations has been super interesting. You get an sort of scale of sentiment, right? So you can see how's my, how, how am I? How's the health of all my locations? Amy (14:58): That visibility is really important. And then what we've seen, we actually have a formal ware client with a hundred locations rolling up in a single brand and that starting to happen. I'm in the middle quarter of the US. And you know, there's a lot with prom emerging. We're coming out of COVID massive mandates lifted. All of a sudden problems are happening. My son has a mock prom this weekend. It's sort of a fake one, but they're all going. And we're starting to see individual sort of tuxedo, formal wear specialists who are like rock stars in the market. So even helps you see visibility down to who likes whom and what stores and how can we surface that into social media content with like Tufts tips with Terry and things like that. That really give you three content ideas when you're actually looking at reviews and things on those pages. So tell Kathleen (15:48): Me, you said Soci. Tell me how that's spelled. Amy (15:51): S O C I. Kathleen (15:53): Okay. Interesting. Amy (15:54): Soci.com to look that up, but we work with them on, on several different deployments and it's just been really effective in helping us scale. Kathleen (16:03): It makes sense because it does sound like you would need a specialized program, rather platform for this. You talk about pushing updates out to different accounts and you know, I, I owned an agency for 11 years and, and boy, I remember the, when you first start working with brands, how, how terrified they are to give you you know, control over social, especially. And so what does that look like? Is it, is it complete control where you're able to come up with the creative and send it out? And as I imagine, then there's a process to get there with the trust or is it you're coming up with the creative, sending it to corporate, having it vetted and then pushing it into the system? Like what, how do you, how do you handle that? Amy (16:48): It's sort of a hybrid model. I think with that, you know, the local stores or local locations or studios, you know, whatever you're working with, really, they should be doing their own social media. We don't want know, say a restaurant chain came to us and wanted to do social. I mean, imagine us trying to take, you know, it just doesn't work as well. That'd be boring, it'd be stale. It feels corporate, right? So there's a lot of, a lot of, sort of in-store in boutique things that have to happen. We did launch associated with one of our clients and we did have an approval place process in place because there were some rogue Zs as we call them. And there were a lot of sort of off-brand graphics being used, maybe language and copy that wasn't quite on brand. And so we had it going through an approval process. Amy (17:37): We were, we were looking at posts, approving or giving feedback or suggestions. And then once that trust started to build, and once we started to push content out, then sort of that trust loop was closed. We stopped approving. That's great. Okay. You guys can fly on your own. And then we give them good content with good folders promotions, and it's all organized. And so she said they can pull down and then super important sort of corporate wide announcements, then they're like, okay. Yeah, that's interesting. You can go ahead and push it. So it's really trusting each other. And then everybody gets more comfortable. Kathleen (18:11): It's so important because I mean, having done this for several years and worked with different types of clients, like the, to me, the biggest problem with, with really succeeding on social very often is speed. Like you have to be able to capitalize on something's happening in the world and you, you comment on it or a trend pops up, you know, like I think back to the Bernie Sanders meme with him in the chair and the mittens and like the worst thing was when people were posting that a month later as though it was news and it's like, no, Amy (18:40): Three days, even three days later it was sort of done. Right? I feel like it peaked with the one of him on Melania's dress. There were so many good ones. Oh my gosh. But yeah. Kathleen (18:52): I mean, if you, because I worked with a lot of financial services firms and everything had to go through compliance and there came a point where it was like, why bother? You know, like if you can't move fast, it's not worth doing right. Amy (19:04): Well Matthew McConaughey was on Jimmy Kimmel talking about Al's former lawyer and we had a post in 45 minutes. So, I mean, that's how timely, I mean, even big days it makes you irrelevant sometimes. And you're absolutely right. That the speed is important. We are on it like that. And something came up recently about one of our clients was like, well, should I have one social media person in-house, you know, and named a very low salary level. And I said, that's so interesting that CEOs think that interns do social when it is your most visible right. Potentially vulnerable and most on-brand things you have to do. So, you know, we do have an in-house director of brand strategy who does social, she's a brilliant writer, PR crisis management background. You can't just throw that at, at a, you know, an entry-level person on your team and expect that it's going to really fly. Kathleen (20:03): Absolutely. And I think a lot of people confuse young with inexperienced. Cause there are, there are definitely a lot of young people who like, naturally get social really well. But there's a difference between young and understand social, but has no good judgment and young and understand social and how to use it for business, like, and the young and understand social and how to use it for business as the one who like gets paid the big bucks. Amy (20:29): And they're hard to find. They're a little Unicorny and this market we're always on the lookout for them. Because it's hard to scale that part of the business. Being in the agency world, you know this. Kathleen (20:41): And throw in sense of humor. And they're like the unicorn of unicorns. Amy (20:44): Well now we have short form video content, but if you get wrong, get really, really wrong, you know, and it's an area that we're ramping up more than more. I mean, I'm, I'm advanced in my career. You say Tik Tok to me and I start to sweat, you know, I look at my teenagers and I'm like, don't worry. Mom's not going back. Kathleen (21:01): I know I'm like, I've, I've, I've given it up on Tik TOK. And honestly I have to be on a Snapchat too. Like I just can't, I don't have the, I don't have the energy, but I also don't have to because I market B2B software. So luckily it doesn't hurt my career. Absolutely. Absolutely. Well, so let's talk a little bit about the hyper-local marketing because this thing it gets really interesting. And what I find fascinating about this is I think that franchise companies do do this really well because they're like able to do it at a micro level, but at scale. And so they have that experience to bring to bear, but everything they do is so applicable to other hyperlocal businesses that maybe just don't have the same experience and resources. And so I, I love this topic because I feel like if you own a local business and you really want to kill it, you can, if you're willing to put some effort into this area. And so I'm hoping that like, we're going to cover this and yes, there might be some, some things that like are out of reach for somebody who's local, but I also think there's going to be a lot of really good takeaways. Amy (22:04): Let's absolutely, I mean, the areas that we look at right first Google My Business. What does your local listing look like? I mean, that is your, the cornerstone of your digital footprint in search. Kathleen (22:15): Are you keeping it updated because especially during COVID, this became really obvious to me that there were people who maybe had taken the time to set up really good listings, but then didn't update them with their new COVID hours or protocols or what have you. And that there's nothing more annoying than going someplace to patronize whether that's a restaurant or another type of a business and showing up and they're closed. Amy (22:39): Absolutely. And in images in your Google My Business listing people sort of overlook that it's good to change them. Right. And we recently did a big, a hundred locations push of directory listing content. And we did not override the photos on the local level because again, it needs to have, even if the storefront is not the most beautiful glossy sort of aligned with corporate brand that you would want, it's still the base of the store and that's what people are looking for and it's theirs. So that's that balance. We talk about Mary with that. What we also I think is really important is what is your review program of a local business? Are you asking for them, are you responding to them? And that's another aspect that Soci gives us. We can look across a hundred locations, how long it's taking someone to respond to a review. Kathleen (23:28): So I'd love for you to talk a little bit about what you've seen work well, as far as asking for them, because I think that that is where a lot of businesses stumble is they either they're not asking or the way they're asking is sort of doomed to failure. So, so what's successful in this area? Amy (23:45): I definitely think a follow up email if you have that customer data, right? Texts will work also if you have a platform installed. But I think asking in a subtle way that really leaves it up to them. You know, if you liked what you got from us in this location, we'd love for you to let us know. And then there are platforms grade us we've used grade.us where it enables you to ask for them, you have your own sort of landing page for them. But I, I think multiple asks is probably not the way you want to go. Right. Ask ones, leave it up to them. And then, and then go from there. Kathleen (24:22): Is there a point in time or place when it's most impactful? And what I would equate this to is, you know, like you're in the grocery store, you're going to check out and if they, whatever food they seem to put in the checkout aisle is what flies off the shelves because you're stuck standing there and it's like, you're about to hand over your cash. Right. It wouldn't hurt to just take that pack of gum. So is, are there points in time or place with local businesses, whether that is, I mean, you mentioned email and I'm assuming that's immediate post-purchase, but if it's more of a physical interaction, is it like slipping something in their bag if it's retail or, you know, putting it on the receipt? I know, I know lots of places do that. Like what, what works well now? Amy (25:03): I think in store, it's definitely having that conversation there. I think that's okay to say it was really nice to meet you. And I'm so glad you were here putting a personal note on a receipt. Absolutely. Sometimes. I was on an a flight recently and I flew to Seattle and actually the flight attendant gave me a card with his name on it and said, and you can review him too as well. And that's the first time I've had something like that where I've had a flight attendant. Yeah. Solicit that. So I think it's more immediate and it's conversational when, when they're in store for sure. Email wise. Yeah. I like the 24 hours sort of the same as the abandoned cart cadence that we love, which is 24, 48 72 that we put typically will email with an abandoned cart. Kathleen (25:48): So, and then you mentioned responding, which I hope everybody, I think everybody out there listening, because I do tend to have a fairly sophisticated audience, knows that like you gotta respond. You gotta are you Amy (26:00): Surprised? Well, cause they're also in store, right? In many cases right now there's a lot happening, right. We're transitioning out of this period in time of business and they're busy and they're making sales, but this is a really important part. So that's almost like a corporate process and culture and educating them on the importance of it. We're doing a lot of just sort of screen-sharing videos for them because they're using associates, well, training them, communicating the importance and the impact of their business, how it helps them in a positive way. And maybe there's a little bit of that. Oh wow. Now I hate to say corporate right. Or home office or, but the reality is, that's what it is. They can actually see what we're doing a little bit more easily. Right. So I wonder if that creates a little bit more of a sense of urgency and I don't think that's a bad thing. It's not an over monitoring. It's Hey, we're here to support you and help you create a better customer experience. Kathleen (26:54): Well, and it's all about also taking the high road when you respond. Because I mean, I've had restaurant clients in the past and I've seen firsthand just how heinous people can be in reviews. And sometimes it's because they had a bad experience and sometimes it's because like their friend used to wait tables there and didn't like getting fired for stealing something. You know, it can be anything, but I, you know, I think you have to, there's an art to responding to these things and not like going on the attack back at somebody. Amy (27:24): Absolutely. We actually can put responses like that in the platform for them so they can see like five issues. We can have canned responses and groups of five, right. So we give them so much content to sort of help them along the way there too, which has been really helpful to them. Kathleen (27:40): That's good. All right. So let's talk about geo-fencing because you mentioned that and I'm fascinated by it and that technology has changed so much. So how do you tell Amy (27:50): We actually we'll use a couple of third-party platforms, which I am not as familiar with them as my team is. But I know when we first started about two years ago, the response rates with click-through and leads were really low and I'm seeing a big change in that. So recently we launched a campaign that had a 2% conversion rate on geo-fencing and we're actually fencing the area around the stretch gym locations. And it's super fun. Cause you can offer them an offer. You can give an offer. We usually tie a sense of urgency to it. It's in app with things that they're using. And so I think it's sort of come a long way with that in that way. And we're having a lot of success with it at the super local level. We've also done some trade shows too in the B2B world. I don't know if you've done any geo-fencing that way where you'll fence the convention center. Kathleen (28:42): I have not. So talk to me more, what platforms are you using also? Cause this is super interesting. Amy (28:51): I do not know which one they're using right now. And they're, I know there are two, so it's, I I'd have to ask them. Kathleen (28:58): I'll tell you what, if you follow up with me afterwards, I will put it in the show notes. Amy (29:03): Thank you. And they'll probably, they're all, they'll probably be listening like oh great. But she doesn't remember and it's put through. Kathleen (29:09): Well, we can't be expected to know everything that the teams are doing. Amy (29:11): So did you know that I had a conversation recently about how wide we're expected to go and how deep now is, you know, just the number of platforms alone we use are probably over 15, but we, yeah, we had a medical device client at a dental show and we were sending people to the booth by fencing the convention center. And then we're also doing it sort of at a hyper-local with competitive fitness centers, trying to get people interested in wellness to do a free stretch. So that's where we've seen some really good lead forms. And it just really, as, as marketers and we just talked about how data has to be accurate performance is critical for us as outsource marketing teams. And so you have to be bold to try different things and be really sort of creative, courageous about it. And I think that the geo-fencing is one area that we're going to start going down a lot more. Kathleen (30:05): How does the cost per acquisition for geo-fencing compared to traditional pay-per-click? Is it more? Less? Amy (30:11): It's around the same. Kathleen (30:12): Okay. Oh, that's great. Because I do feel like traditional pay-per-click is getting harder, you know, with cookie deprecation. Amy (30:20): Well we just went through an election cycle. Right. So now we've gotten much more astute at really sort of looking at budgets around major life sort of events times of the year, managing expectations with that. And cost sometimes are going up five times at certain parts of the year. Kathleen (30:37): Yeah. During the election cycle, during the holiday season, when it gets more competitive. Absolutely. Everyone's like, well it's like half the year now, like Amazon prime day, I feel like it's like four months before Christmas. I don't know what happened, but it starts in August or even sometimes July. Amy (30:55): It's like 4th of July is going right into Halloween now. Kathleen (31:00): So depressing, like don't start releasing things that are flavored like pumpkin until after the summer is over. Amy (31:04): Although I do, I love my pumpkin spice memes that come around in the fall. Kathleen (31:08): Yes. so I there's so many different aspects to this. Maybe you could just share, and I don't know if you can talk about specific clients or not. It doesn't really matter if you name names, but can you just give us a sense of like what kinds of results you've you've seen and, and what, what has driven those? Amy (31:24): Sure, sure. What, what has been most remarkable is the increase in social traffic and that's something we didn't anticipate. Right. So before COVID to after COVID, so we have these two sort of worlds, we don't even look at things versus 19 versus 20 quarter over quarter with this client is sort of pre COVID post COVID, right. Kathleen (31:43): BC and AC, right? Amy (31:46): Right. We actually saw a 36% increase in social referral traffic. And what I think has happened is I know that these locations, as much as they want that autonomy of posting, they're also starving for content. So in many cases it was probably infrequent, not optimized. You can set when we're going to post right. And optimize in that way. But now we're just seeing engagement rates go up and actually referral traffic has really increased a lot, which has been great. And I mentioned before with our formal where client really surfacing content ideas and creating like mini rock stars of people out in the field has been super effective and just bringing to life the brand. Kathleen (32:32): Do you see a trend across the content that you push out where anything that's user-generated seems to perform better? Amy (32:40): Well, because we're in bridal. Kathleen (32:42): I'm sure it depends too though. Like there's that user-generated content. Amy (32:47): But do you know, just the time that it takes to review UGC is, is pretty significant, right? So our social team, I mean, I'm sure they time block UGC time. Right. And so it takes a lot of time, but it performs really well. It's authentic. Right. Which when we talk about sort of brand voice and trends in 2021 and what's happening, I think people, I don't, I don't want to say that they're cynical, but they're going to see through sort of glossy corporate materials. And I think to be genuine is really important and you could see sort of it connects with them better. They can identify with it a lot better. Kathleen (33:24): You can see yourself in the advertising much more than you can with stock photos or really slickly produced things. Amy (33:30): Yeah. Stock photos, right. The necessary evil that we all sort of try to run from and find different ways. And, and I was recently in a meeting with a commercial, actually they do residential, mostly mortgage lender. And I looked at the CEO, they just did a $10 million round and they're taking off and, and struggling with scalability because I said, you know, it was really, I empathized with them. It's really hard to be a financial services CEO and have to be a publisher. And just for them to be able to keep up with the volume and the engaging nature of it. So when you're in a market that has a lot of user generated content, you're really lucky. Bridal is fantastic. Kathleen (34:14): Oh, I was going to say, I mean, it's, like I said, I'm in B2B software and I used to be in cybersecurity, which is the worst industry for UGC because nobody wants to even say like what solution they're using. So you can't even get testimonials and case studies there. So I'm very jealous. Amy (34:33): Well, especially with brides, right. And all looking to be the most original, I mean, it's sort of the Instagram bride, right? It's not even in Pinterest anymore. These brides are all on Instagram and they're very generous in the industry with tagging each other. And they're so they're so much of it that it's as, as a formal wear supplier or a bridal designer, we have a bride designer client in New York. It's just, it's so helpful to us in social for sure. Kathleen (34:57): Oh, I love that. Well, I feel like I could talk to you for hours about this. But we're going to switch gears because I want to make sure I squeeze in the two questions that I always ask my guests. So the first one is, is that this podcast of course is about inbound marketing. And so like naturally attracting the right buyers to you. Is there a particular company or individual out there that you think is really setting the standard for what it means to do that well right now? Amy (35:19): Well one of our values is always learning and as marketers, we have to be all the time. So I really follow a lot of our software providers that we work with. Because even yesterday we were talking about AI and how we're deploying it, how we're using it to optimize of our digital campaigns. And I have to say, I love Unbounce. They have just a lot of sort of reminder content. I consider it that's a little bit more surface and then they get really in depth. And then if you're a landing page company, I want to see what your landing pages look like all the time. You know, they really do. And there are standard for us and I really love to see always what Uber and Lyft are doing. I think they have, hyper-personalized sort of content it's very specific to your location. How they've ate, been able to sort of do that at a hyper-local level. Has been really interesting example for me to follow and watch for sure. Kathleen (36:16): I love that. Well fun fact, Oli Gardner, who is the CEO of Unbounce or at least he was at the time I interviewed him was one of my first, probably 30 guests on the podcast. Great guy. Amy (36:29): He's great. They're so smart. Kathleen (36:32): Yeah. all right. Second question. And I really can't wait to hear this answer because you said you, one of your values is always learning. And the biggest pain point I hear from marketers is that it's so hard to keep up with the changing world of digital marketing. So what are your personal like go-to sources that you use to stay on top of what's happening? Amy (36:52): Absolutely. So I find that LinkedIn is, has become my New York Times. Right. I love the New York Times. I have subscribed since the mid nineties, when I worked there, I did get a free paper every day when we worked on New York Times digital. So LinkedIn is sort of my news source. So my new my, where I go for all of my news, I love Reforge, I've got a lot of great stuff there and we actually for business management, we use a system called EOS. I don't know if you know, entrepreneurial operating system. Kathleen (37:25): I ran my agency on EOS. Fun fact, hold on while we're sitting here. Yeah. I have a Gino Wickman book right behind me. Traction. Yeah, yeah, no, this was, this was my Bible. And in two years, it was towards the end of when I had my business. And then the two years I used it we, we only have joked that we got more done in two years than we did in the prior 10. And it's, it's really not, oh my God, amazingly, amazingly. And I still use a lot of aspects of it. Amy (37:54): What did you love most about it? Kathleen (37:55): I loved the IDS process. And when it's, which is identify, discuss, solve for those who are listening and when we would have our team, I also, I liked the, the very consistent meeting cadence. And when we would do our team meetings, we made everybody who worked for us, read the book and educate themselves on how it worked and what IDs was. And we would come up with these lists of challenges and just, we were able to so methodically work through it. And I remember the day when we had been doing it for like nine months and somebody on my team said, it kind of feels like the issues that we're working through now are really small. And I was like, isn't that awesome? Like, we've tackled all the big, awful, hairy ones that had been on our plate for years, like it's working, but it was just a funny, it was a funny inflection point. So how about you, what is your favorite part? Amy (38:42): Well have to say that we run a hyper accountability sort of culture, you know, and the fact that there's one task per person, right. One to do, and one accountability per person. So it's just very clear how we're hiring. Right. I already know the next four positions we're filling and it's not just scaling one role it's rains that are sort of outside the function of our company now. So we know what we want to add. And just always having that in mind is, is really incredible. And then I love the aspect of one person is doing one thing and it may sound really simple. But, but it really is sort of transformative. And then everything's, date-based, you know, and those issues that get you in a, in a small company like ours, we have 16 employees and, but we've always sort of run it like a big company because we're always anticipating growth and scalability and onboarding new clients and onboarding new employees, which you and I talked about how, you know, that is the sort of the, the challenge of our business to have a system that sort of helps you get through the things that are difficult to talk about that you wouldn't normally identify in a public setting. Amy (39:48): It has just been really, really helpful to us and help us grow. So I do look at a lot of EOS content and because I'm always looking for ways other companies are implementing it and other ideas that they have, and then I can't, I can't quit AdAge. I love it. Every morning I get the wake up call. I like to see what big brands I like to see agency movement. I like to see where people are going and why what campaigns are working. They tie in some timely political news, but that too, and sort of world news. And then I do use Twitter quite a bit. And that's more of my, sort of my news news. So we do take clarity breaks. So I don't know if you've ever scheduled time for learning. Kathleen (40:33): Not as much as I should. Amy (40:34): That's for sure. Yeah. So we, we reinforce that idea of clarity breaks and it could just be, go take a walk. It could be a power nap if you need that. Right. We're all working from home. So it's not as though we have people lying in pods or on the floor, but you know, we have people working at home. We do think that that sort of, that break of just clearing your mind. And then if you want to listen to a podcast, you know, go and do that on your walk, but it's really important to sort of clear your mind and then also be always learning and Superman. Kathleen (41:04): That's great. And it's funny enough, this is why you and I get along so well. So one of the five core values I had at my agency was also, we call it continuous learning, but same idea. And as learning and continuous teaching were like two that kind of went together. Amy (41:22): I liked that. We have energy is everything, which is sort of not a typical one, but I find that things are moving so fast and you need to be able to pivot. You need to able to sort of be ahead one step ahead of our clients. I mean, we're in the C suite, so we're going to weekly executive meetings with our clients. We are highly embedded with them. And as consultants, you always have to be proving your value, right? So, you know, that sort of energy is really important. We do have laid back people on our team, not everyone is, but they put the energy into their work. So it's not your disposition, but really kind of putting that. And, and it's, it's worked really well for us. Kathleen (42:01): That's great. And it sounds like you're getting some fantastic results. Well that brings us to the top of our hour. So before we go, if somebody is interested in connecting with you online or learning more about Wild Coffee Marketing, what is the best way for them to do that? Amy (42:16): Well, the best way is just to go to Wildcoffeemarketing.com. And there, you can see some examples of our work and sort of the areas and capabilities that we work in and see a little bit about the team. Kathleen (42:27): All right. I love it. So head there, if you want to learn more, I'll put that link in the show notes, and if you're listening and you enjoy this episode, or you learn something new, I would love it. If you would head to Apple Podcasts or the platform of your choice and leave the podcast a review. And if you know somebody else, who's doing amazing inbound marketing work, tweet me at @workmommywork. Yes, that is my Twitter handle. And leave me a review or leave, not leave me a review, send me a tweet and let me know who I should interview. This is what happens when you do interviews at four o'clock on a Friday, on a Friday. Well, thank you so much for joining me, Amy. This was a ton of fun. Amy (43:04): Thank you so much for having me, Kathleen.

Amy Anderson has a 28 year marketing career having worked at global brands such as Seventeen Magazine, Calvin Klein, and The New York Times Digital. Years of experience led her to branch out and open her own marketing consulting firm, Wild Coffee Marketing. She shares her entrepreneurial journey, why she believes outsourced marketing works, and marketing mistakes to avoid.Learn More: http://www.wildcoffeemarketing.com/Influential Influencers with Mike Saundershttps://businessinnovatorsradio.com/influential-entrepreneurs-with-mike-saunders/Source: https://businessinnovatorsradio.com/interview-with-amy-anderson-co-founder-of-wild-coffee-marketing

Amy Anderson has a 28 year marketing career having worked at global brands such as Seventeen Magazine, Calvin Klein, and The New York Times Digital. Years of experience led her to branch out and open her own marketing consulting firm, Wild Coffee Marketing. She shares her entrepreneurial journey, why she believes outsourced marketing works, and marketing mistakes to avoid.Learn More: http://www.wildcoffeemarketing.com/Influential Influencers with Mike Saundershttps://businessinnovatorsradio.com/influential-entrepreneurs-with-mike-saunders/Source: https://businessinnovatorsradio.com/interview-with-amy-anderson-co-founder-of-wild-coffee-marketing

In this episode, Jason Miller is joined by Amy Anderson, Founder and CEO of Wild Coffee Marketing. Amy Anderson runs a highly successful Marketing consulting firm as a co-founder with 30 years of experience guiding companies through business growth. Tune in to learn more!For more go to: https://www.strategicadvisorboard.comConnect:Strategic Advisor Board: https://www.linkedin.com/company/strategic-advisor-boardJason Miller: https://www.linkedin.com/in/jasontmiller-sabAmy AndersonLinkedIn: https://www.linkedin.com/in/amy-anderson-17abba2/Business website: https://wildcoffeemarketing.com/