Marketing Study Lab

  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) Segmentation, Targeting and Positioning. How can you create a Marketing Strategy without this….. truth is you can’t, so lets discuss this later. First, we’re going to have a chat with Teresa Gandy the Customer Survey and Customer Experience Expert at Clarity CX. The first of two episodes where we take a look at CX in more detail. Starting out as a Business Administrator allowed Teresa to really focus on what matters - viewing and solving other people’s issues. Fast-forward a few years and now Teresa helps to create great customer experiences and improve businesses workflows, especially for smaller businesses, bringing big business practices into the smaller business world and helping them thrive.   Takeaways - A Customers Experience (CX) is every single touch-point and needs to be considered even before a cu

Happy Marketing! www.marketingstudylab.co.uk https://www.linkedin.com/in/petersumpton/ https://www.facebook.com/groups/marketingstudylab/ https://twitter.com/cousinp81(@cousinp81) The Total Product Concept is something that can really help you out when reviewing the elements of a product that consumers may be attracted to. More of that later. But first, let’s meet out guest, the wonderful Hala Taha. Hala, not only has the best name in the world, but hosts theYoung and Profiting Podcast and is also Growth Marketing Operations Manager at Disney Streaming Services. But this is only part of Hala’s story, from radio to running an all-female team of bloggers and working for a Fortune 50 company. Hala’s passion is infectious and from just listening to the podcast you can tell her desire to succeed at what is in front of her makes Hala stand out from the rest. So what better person to chat to and provide a wealth of knowledge AND motivation for you to nail your Marketing Qualification.     Takeaways - Don’t waste

  Ansoffs Matrix (created by Igor Ansoff in the 1960s) is a Marketing model that stands the test of time and we’ll see why later on. But first, we’re going to have a chat with Leonard Kim about all things Influence. Leonard is the Managing Partner of InfluenceTree an organisation that teaches you how to build your brand. Be it personal or business. But that isn’t the end of his story – as you’ll find out, the stories we tell are important – as Leonard has been featured in Inc. Magazine, Forbes, Entrepreneur, Fortune and the Huffington Post. He is also been recognised as one of the top writers in the fields of Marketing and Business Strategy.   Happy Marketing! www.marketingstudylab.co.uk https://www.linkedin.com/in/petersumpton/ https://www.facebook.com/groups/marketingstudylab/ https://twitter.com/cousinp81(@cousinp81)   Takeaways - Fear – Do something about your own fears. Don’t just face them, embrace them and work through it. Fears can be false indicators, yet these usually end up being the best things

  Episode LinksJanine CoombeLinkedIn: https://www.linkedin.com/in/janinecoombes/ YouTube: https://www.youtube.com/channel/UC8BWALizli9ioklqzrt8l8w Books: Mindset - Dr Carol Dweck: https://amzn.to/2X2iIJ4 Pearls of Marketing Wisdom Who would you go to if you wanted to understand the importance of a marketing plan? We’ll be chatting to just that person in a minute and later on in this episode we’ll also discuss what SOSTAC stands for – spoiler alert – its something to do with a marketing strategy! Right, back to our amazing guest this week, Janine Coombes. Janine is a marketer that helps small businesses develop and execute their own marketing plans, with simple, easy to follow strategies. And Janine does all this in a lighthearted way that is infectious, just check out her videos!   Takeaways - So many people mistaken marketing communications for a full marketing mix. As Janine pointed out, the communications part of a marketing plan is just one element and although vita, this is a step that comes after all

What can us Marketers learn from accountancy? Turns out, quite a lot when it comes to assignments and exams and we’re not talking numbers and figures here. We’re talking straight-up, invaluable tips for passing your Marketing Qualifications. So who is this accountant that we’ll be chatting to today. Welcome, Mr James Perry, who has traversed from Accountant to Accounting Exam Coach. James is spreading his words of wisdom over podcasts, videos, coaching and public speaking while also speaking in schools about emotional wellbeing & entrepreneurship. But what me and James will be chatting about today are the missing elements of passing an exam or an assignment, which are applicable to many different professions, especially accountancy and marketing.   Takeaways- In any assessment situation it’s easy to get carried away and see the questions you want to see. Read and reread the question, making sure you answer the task given, not your own. - Check the weighting of each question, in terms of the marking scheme

Have you got the right mindset? Struggling to sit down and concentrate? I have a little tip for you that will help you here. Before that, let’s chat with Sara Bliss, writer, digital content strategist and more important, a New York Times bestselling author (that's a first on the Marketing Study Lab podcast). Sara’s latest book Take the Leap, features stories of those men and women that have radically changed their careers and ultimately their lives and as you can image there are a lot of learnings to be had here – but more on that later. This is Sara’s 11th book after such title as Hotel Chic at Home and Bobbi Brown – Pretty Powerful. As you can imagine Sara’s career also spans a multitude of writing positions such as Senior Writer and Editor for Yahoo with articles also published in the Wall Street Journal and Esquire to name just to from a large list of titles.   Takeaways - In researching and writing the book Take the Leap, Sara discovered that switching careers isn’t easy as the book covers the good and b

What is Mendelows Matrix? It’s another Marketing framework that look at the internal, but more on that later, as now is the time to chat to our guest, who is one of the reasons you are listening to me right now. Tim Reid is one of Australia's top marketing keynote speakers and host of The Small Business Big Marketing Show which just happens to be a podcast and one of the first that I was ever introduced to and hooked on (please check Timbo’s show out, it is Marketing GOLD! - and that is a little in joke from his show, you’ll understand it when you listen to it). Anyway, Timbo helps small business owners make their company, products and services truly irresistible, using public speaking, masterminds, workshops and webinars as well as, of course the podcast.   Takeaways - A man after my own heart. Timbo admits that his podcast has lead him onto greater things such as conferences and keynote speeches and it shouldn't be a forgotten medium when it comes to comms planning. Thanks for showing me the value and geniu

In this weeks episode we take a look at McKinsey's 7S’s, find out more later. First we’re going to chat to Kevin Tewis-Allen, a chap with one of the most impressive if a little random resumes. Kevin has worked for anyone and everyone from being the CMO at Street Soccer Foundation to the marketing advisor at number 10 Downing Street – I think he’s the first guest to hold that accolade. He’s also worked for UNILAD, founded a music production house and helped most of the top 250 FTSE firms improve their business through improved customer strategy, as well as being a leading expert of what we currently class as Gen-Z.    Takeaways - Who are Gen-Z. We all have categories we fit in and Gen-Z is no different. The 12-24 year olds that have known nothing but a word with digital technologies at its heart and have a nack for working out the truth from the lies. But the main takeaway here for Marketers is that they are not brand loyal and have a great affinity those organisations that champion the cause. - When everythin

What is the difference between a metric and a measurement? So easily interchangeable aren’t they, but they do have subtle differences that we need to discuss, which we will be doing later, but first it’s time to chat to Jacqui Jagger. Jacqui is a mindset and business coach who helps hardworking, ambitious business owners to stop overthinking and start taking action to grow their business. More importantly from an assignment point of view, Jacqui can help us understand how to stop playing around the edges and start making definite, purposeful progress so that you feel like your studies and writing is always making progress, which it inevitably is. The best thing is, there is no fluff or BS. We train our bodies, we look after pets, we even buy insurance for our phones, rings, watches and household appliances, but do we pay as much attention to our minds and mindset, which is probably the most important of them all…. And there is no insurance claim to be had from lack of mindset.  With this in mind I wanted to g

Ever been influenced by something, or even someone. We’ll be covering what an influencer is later, but first we’re discussing all things content with the wonderful Janine Wood. Janine is a Senior Partner at Armadillo Consulting Group providing Communications and Strategic Management Consultancy where helping organisations capture their target audiences' attention with tailored, impactful content is the name of the game. For over 25 years Janine has worked in a variety of sectors right through from new and disruptive technology to packaging design and loves creating strategic plans and writing the content within them.   Takeaways - Creating content, content that matters needs to have some form of structure. The main points Janine raised for doing this through thought leadership are: - What is the overall strategy - Who is their target market and who do they want to be reading about them - Then what will resonate with this market, making it thought provoking - All this before you consider where this content nee

Remember blogging, remember actually writing content. That’s what we’ll be talking about later on, but first… We should all take security seriously, whether its physical or digital, both are important. But with people looking for that frictionless service it is easy to get complacent. Enter Suzanne Girdlestone, who helps SME's protect their own businesses with her company Smart Business IT. Suzanne prides herself on her jargon free service, making the complicated simple and more importantly secure.   Takeaways - Suzanne took us through a few buzzwords in data security, which was great. But my first takeaway here is, if you don't know, ask! And if you’re still not sure, get an expert in. Don’t try and fix something you know very little about, it will only end one way.  You wouldn’t try and fix your boiler or switch board without knowing what you were doing would you… well you might, but you wouldn't be around to tell us you have anyway. - I never realised that cloud-based software is still physically stored… l

I thought we’d take a look at a model that is relatively overlooked in my opinion. The McKinsey's Consumer Decision Journey, but more about that later. First, let’s meet Ben M Roberts (you can blame his parents for the use of the M). Ben is the Head of Marketing at Talkative, providing software that allows embedded voice, video, chat and co-browsing on websites – which is a really neat idea so check them out. Ben also hosts The Marketing Buzzword Podcast that breaks down common marketing buzzwords to help its listeners, understand and implement them into their Marketing Strategies.  Takeaways - Building a rapport and a personal relationship with your customers can provide a better service. By assisting and helping customers, either face-to-face, via messaging or over the phone can break down the barriers that some platforms have put up and helps stop the ‘keyboard warrior’ - You can personalise your B2B communications. Take an app like Bonjoro (link in the show notes) that can provide everyone, even at an exh

We covered a topic very briefly on episode 44 with Mr Ryan Holtz, which was CRM (Customer Relationship Management). We skirted over the idea of what this is and why it was important but not the specifics, which is what we’ll be doing later on in this episode. But first, lets have a chat with Evan Wyk, a Brand Guardian and believe me, after this conversation you’ll really understand what a brand guardian is and should be. Evan has worked within the media sector over the past 20 some years and now helps brands if they are a bit stuck in today’s busy marketing landscape. Evan helps companies draw the attention of those they seek to serve – their idea clients.   Takeaways - So what is a brand then? Evan explains that a brand is what people say about you when you are not in the room – I don't think he meant bitchin, well Jeff Bezos didn't when he said it anyway. This goes deeper than a name, it is a perception of quality, that spreads further than an organisation can do so itself. People remember what you told the

Welcome to episode 50! Yes 50, of the Marketing Study Lab. And this is a mega special episode as I speak to, rather nervously I may add – Goldie Chan, as well as finding out the difference between AR and VR. Hopefully by now you’ve got the jist of what is going on here, but if you don’t, not to worry, you'll soon catch up. And what better way to start this catch-up than with my guest, Goldie Chan. Goldie has gone from a Biological Science degree to LinkedIn’s Top Voice for 2018 and a contributor to Forbes. Providing social media with purpose, Goldie is currently the strategic lead for Warm Robot, her social media agency, helping Fortune 500 C-level executives. But what caught my eye was the top-performing LinkedIn video series #DailyGoldie offering advice and guidance as well as sparking debate e very day for over 500 consecutive days and still going strong.   Takeaways - When considering the differences between a personal and an organizational brand, Goldie explained that a personal brand looks at the person

How do you cross-sell? How can be of benefit to a business? And what options do we have when implementing this type of strategy. If you don't know we’ll be chatting about it later. But first, let's chat to Nicole Osborne, the founder of Lollipop Social a company that provides social media management, consultancy, coaching, strategic development and advertising strategies. Nicole is also a proud Chartered Marketer, studying and achieving this status via the CIM. Takeaways - What do you want to be known for? This is where your social content should be focused. Yes, from a holistic view your content needs to be varied, but the overall objective and underlying themes should always be consistent be it looking to sell cars or cans of soup! - Nicole’s formula for creating an excellent social strategy follows 9 key steps, I’ve narrowed these down into 7 stages which are: First and foremost, understand the needs of the business Use customer personas to define the market and the platforms that should be used Each plat

Who’s in your tribe? What the hell is a tribe. We’ll find this out later, but first we’re going to have a chat with Angela Ferrari. Angela is a children's book author/ illustrator but also the creator and host of Story Spectacular, a twice-weekly children’s podcast featuring characters such as Nutty the Squirrel and FluffleStiltskin, but don't let this fool you. Behind all the imaginative and creative characters Angela is serious and passionate about what she produces for both parent and child.   Takeaways - What are the pain points of your audience? Can you help to solve them? Although Angela’s target audience is aged 2-5, from a parents perspective these pain points are at bath and bedtimes, so the stories told on story spectacular are aimed at these - How would you get feedback from an audience that struggles to talk, let alone type an email? Angela makes the most of her audience at live events to get feedback in real time allowing her to tweak stories and elements that may not be working. But from a paren

AIDA – Awareness, Interest, Desire, Action. It's a simple tool but one very much worth remembering and we’ll do that later. Before we get all automated and these intro start to write themselves, let’s have a chat with Natalia Wiechowski a Personal Branding Expert, bilingual keynote speaker, LinkedIn Trainer and an Edutainer, so you know this is going to be a fascinating chat. Oh yeah, Nataila is also a Dr. of Philosophy, Social scientist and a certified digital marketing professional with experience in human behavior & social relationships. So basically she knows what I’m thinking at all times and I’m scared!!! Takeaways - People want to hear your story. A story that you can tell and that is trustworthy. Think about the brands you connect with, do you feel like you know them, are they more personable to you than others, relate to you a little more? Do they share the same messages in terms of how you lead your life? They probably do. And this is why you feel connected to them and ultimately make those purc

How important is copy within you Marketing Strategy, well it turns out very - and we’ll find out why later. But before all that, I’d like to introduce Craig Hannan, the Head of Branding and Marketing at The Anfield Wrap, an award winning, independent podcast, website and radio show all about Liverpool Football Club. It’s Craig’s responsibility to drive growth within the company via subscriptions, live events, merchandise, sponsorship and a whole host of other activities that are focused clearly on a passionate footballing demographic. Now this was quite a lengthy interview compared to some of the Marketing Study Lab episodes. I put this down to the passion we both have for Marketing, Football and Liverpool – So apologies, but no apologies cause I enjoyed it and I hope you do to – If you’re into Marketing or Football, this is definitely the episode for you. But before we get into things, I need to know is purple is the new red? Takeaways - The power of a marketing strategy. Most people when they think of marke

Do you think that robots will end civilisation as we know it? Quite a heavy question to start off with, so let's just discuss what Chat Bots are for now and make our way up to that one. Julia’s back story is a little different - only seven years ago, Julia started her own company and has never looked back, with nearly one hundred members of staff now on board. Express Writers is a writing agency that cerates content, helping to build a brands presence online. Takeaways - Your light bulb moment. Have you had any? Don’t panic if not, they will come. The important thing is to keep on going. - Content creation and storytelling is massively important within Marketing today, but so many are doing it themselves and that is fine, as long as they know what they are doing. If not, bring in the pros. Take fixing your roof for example, the chances are you wouldn’t tackle that on your limited expertise (unless you’re a roofer) you’d call a professional and content creation is no different. - There are many ways to measure

Paid, Owned and Earned Media. What are the differences? We’ll talk about that later. But before we do any of that I cant wait to have a chat with Ryan Holtz. Ryan's digital marketing work has been featured by Twitter, Automotive News, Canadian Auto Dealer Magazine, Huffington Post and several other major publications. An outspoken and charismatic keynote speaker at various events, schools, conferences and is in high demand so it was humbling when he agreed to come on the podcast and discuss the motoring industry and the importance of a CRM, amongst other things. Takeaways - Follow your own path, it will take you where you want to and are supposed to be. More importantly, don’t forget to enjoy the process and the getting there. And of course, this includes your CIM Qualification journey – would love to take it with you. - CRM (Customer Retention or Relationship Management) is hugely important if you want to stay in touch with your core audience, BUT and this is a massive BUT – The data must be clean and valid