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In the Key of D: Using Digital to Transform Your Business
42 minutes | 11 days ago
Going Over-the-Top with Pete Harrison
In this episode we cover:[0:50] Pete Harrison Introduction & Background[2:25] What role does digital play in helping companies go to market quickly? [3:20] What’s the biggest upside for startups in embracing digital transformation? [4:06] What holds digital transformation back for startups and small companies? [5:12] How strict is the measurement framework for startups? Pete talks about the significance of analytics and early testing.[6:36] Pete speaks to the evolution in TV advertising and the key role of search and social advertising. [8:25] Pete defines OTT (over-the-top/Streaming) TV and Linear (broadcast/network) TV advertising, plus the differences and similarities between them. [9:35] How has COVID impacted streaming TV and linear TV? [11:23] Pete offers expert advice for companies looking to buy either linear or OTT advertising, breaking down the options, typical levels of spend and measurement.[14:00] Pete discusses the production costs for advertising on various digital channels, plus time and cost saving options for companies on a tight budget. [17:06] Pete explains why the ROI on OTT (streaming TV) advertising is much stronger and why testing is much tighter, and how to effectively use your new or existing creative content for different digital channels.[18:10] Pete talks about what an “Explainer Video” is and why it’s a great place to start.[19:45] Deeper dive on the specifics of running ad campaigns for OTT (streaming TV); including the benefits of device targeting which OTT allows.[22:01] Pete discusses where to get started, managing your budgets to get the most of our content, and when the time is right to invest in OTT advertising.[23:43] We talk about the “Spending Plateau,” based on an article Pete wrote. [26:20] Rapid Fire - Quick Questions and Fast Answers with Pete[28:30] Wrap Up questions - How does Pete stay current in all things digital? [29:30] What’s the next big thing in digital that we should look out for?[31:40] Kathy & Gino’s key takeaways Links & Resources:Connect with Pete on LinkedInRead Pete's article, "Startups Maxing Out Search and Social? Turn to TV...yes...TV"Key Takeaways:TV is a viable digital channel and shouldn’t be overlooked! OTT advertising is more performance based in that it allows companies to test, measure and tweak quickly with audiences. It allows companies on tight budgets to include advertising in their marketing mix. OTT TV Advertising is different from Linear TV Advertising which is the traditional TV Advertising. In traditional advertising campaigns, there’s more of a waiting game to determine how successful a campaign is. With OTT, you can pull activity through to an actual purchase by a customer which allows a marketer to be more flexible and shift budget into the channel/creative that is working. But be warned, both OTT and Linear campaigns can be expensive, as you still need to spend on both the media and the production of the creative content to be broadcast. It may not be the very first thing new businesses should undertake to promote their product(s), and perhaps a social campaign or website development should come first. A “Spending Plateau” is the notion that you “run out of people that you can reach profitably through a single advertising channel.” You can’t create demand, and you can’t spend twice as much money and get twice as much result. There’s a plateau of response that your company will experience. The key is to diversify spending to different digital channels. Success depends on a mix of search, social advertising, and OTT (streaming TV). There are really now 7 Digital Channels. The 6 digital marketing channels commonly referred to include: website, display, search, social, email and mobile. OTT (Streaming TV) Advertising has now become a 7th viable digital channel. How does digital help startups and midsized companies? Long story short: It helps them get their product or company to market faster. It requires more discipline around the measurement aspect but allows for faster testing with audiences via multiple channels to find out what works. Digital helps these companies access results immediately with more accurate ROI tracking. Utilize the content you already have. If you’re using videos for social media, there’s a good chance that content could be effective on streaming TV ads as well. One example of this is an “Explainer Video” which is a brand’s main story, often in the form of a short, animated video. Using existing content like explainer videos helps companies manage production costs effectively and get into market more quickly. In the startup world, people don’t resist change as much as they might in older, larger companies. For new businesses, digital transformation is the way forward. Often, startups are a team of new people who are ready for change and already understand the evolving power of digital. The big challenge becomes budget and effective investment of available capital.
47 minutes | 25 days ago
How a 153-year-old Startup Goes Digital — Featuring Steve Yaeger
In this episode we cover:[00:50] Steve Yaeger Introduction[1:50] What Steve’s role at the Star Tribune entails[2:50] When did the Star Tribune start to undergo Digital Transformation? Why did the leadership go in this direction?[5:35] Have digital subscriptions accelerated over the past 8 months due to the pandemic? What big changes has Steve seen from subscribers recently?[8:05] Undertaking Digital Transformation for the Star Tribune was a massive effort—what’s been the biggest upside? Steve talks distribution of new information[9:32] What is holding DT back for media brands like the Star Tribune or marketers in general?[11:05] How does the Star Tribune filter and prioritize ideas? Steve talks about the discipline of the company, its focus on profit and sustainability strategies.[14:10] How has this past year impacted the staff of the Star Tribune?[16:40] In terms of marketing, does the Star Tribune go after customers with an omni-channel approach? Is it two customer segments (digital & print) or is it just one in terms of strategy? Steve talks about acquisition of customers and adapting with consumer behavior.[19:50] The 2030 Project, developed by Steve and the Star Tribune’s editor in chief Rene Sanchez. Acquisition of customers in the next generation who haven’t grown up with “print.” Going to get customers instead of them coming to the Star Tribune.[24:00] What advice does Steve have for listeners on getting started in digital transformation?[25:00] “Be good to your teeth or they will leave you.” Steve talks about adapting to make it easier for the consumer to buy the product & customer retention.[26:39] What are the big changes in digital right now that are notable to Steve?[28:15] Was there a “last one standing” strategy for the Star Tribune? Why don’t we just be THE place for people who want print? Steve talks about profitability and not giving up on what is still working.[30:40] How to keep customers attached to the brand in the digital and print age? What will the typical subscriber look like in the future?[32:50] Rapid Fire - Quick Questions and Fast Answers with Steve[35:00] Wrap up questions: Steve speaks to how things are changing and the biggest challenge facing business leaders.[36:40] How does Steve stay current in digital? Steve talks about the importance of having effective ways of listening and the talent who knows what to do with what’s being heard[38:10] Kathy and Gino’s “Key” takeawaysResources & Links:Contact Steve by email: firstname.lastname@example.orgConnect with Steve on LinkedInSubscribe to the Star Tribune“Key” Takeaways:The increase in use of digital news is accelerating quickly, but at the same time, print is not going away any time soon. The Star Tribune is deploying the “Riding two horses rather than switching horses” strategy. Print is still a major source of the company’s revenue. They are not planning to abandon print but rather add adapting to changing customer needs by add digital options.The Star Tribune’s 2030 project: The Star Tribune will have to go get the next generation of customers, accepting that these young people won’t just come to the brand based on “consumption modeling” at home. This group isn’t just a focus group, it’s an ongoing conversation with a people who look like the Star Tribune’s customers—in terms of professional industry, demographics, and insights.Let people buy how they want to buy. Don’t put a lot of effort and resources into changing how they buy. This is a simplification strategy for the digital age.The lack of constraints in our digital world is a big challenge that’s often overlooked by businesses undergoing digital transformation. With so many channels emerging, it’s easy to have a “let’s do it all” mentality and spread your resources too thin. But success often comes from maintaining focus and “let’s pick one channel and do it well first” mindset. Do one channel extremely well versus doing four poorly.Don’t give up. It’s about long-term survival and protecting legacy revenue. It’s not only about leapfrogging the competition right now; but also about staying in the game and adapting to meet emerging demand.Given the only certainties in life are love, gravity and legacy revenue. Figure out a way to protect how you’ve also made your money, but actively innovate around it as well.
45 minutes | a month ago
If You Host It, Will Anyone Actually Come? — Featuring Wendy Blackshaw
In this episode we cover:[1:10] Wendy Blackshaw Intro[2:13] A high level look at Wendy’s career journey[3:30] When did Digital "kick-in" during your career?[5:00] Wendy’s introduction to Digital[6:36] How did Wendy leverage Digital for her work as Senior VP of Marketing on the Super Bowl LII Host Committee?[8:11] What is Wendy doing with Digital at present?[10:40] Wendy’s work on NCAA Women’s Final Four 2022 and the impact of Title IX[13:14] Creating Digital assets: how to add value to event sponsors & partners without a roadmap[17:40] Gino & Wendy talk Super Bowl event craziness & why their partnership was so successful[21:05] How does Wendy find great people who understand digital?[22:45] Does Wendy prefer to work with generalists or specialists?[26:30] How do you keep your team engaged and willing to learn and the grace to figure it out?[28:35] Rapid Fire: Quick Questions & Fast Answers with Wendy[30:26] Wrap Up- How does Wendy stay current in Digital?[31:45] What’s the next big thing in digital?[34:35] Key Takeaways with Kathy & GinoLinks & Resources:Find Wendy on LinkedInContact Wendy by email: email@example.comRead this article about Wendy's work as CEO for the NCAA Women's Final Four 2022 & MNSE OrganizationKey Takeaways:When you haven’t done something before, lean on your experience, trust your gut and source experts to help you strategically “make it up” as you go along.Digital can be used to make events bigger than just ONE event on a specific day. Think of an event as an ongoing brand to expand it’s impact. The reach of digital allows you to always be marketing.Content is key. Get others to help you tell the story. Leverage content from other sources, regardless of who sourced it. Over-deliver value to clients or partners. Make it easy for others to market for you.Successful roll-out of marketing campaigns comes down to trust for leaders. Give guidelines to people, give them digital a toolkit and let them go. You can always edit and change the content as you go. Find people with a CAN DO passion over a HAVE DONE skillset.
43 minutes | 2 months ago
Bridging the Divide—Featuring Aaron Keller
In this episode we cover:[00:50] Aaron Keller Introduction[1:52] Aaron discusses co-founding Capsule (his design agency)[3:00] What is the most significant change in design practice these past 20 years? Aaron talks about Capsule’s evolution as an agency[7:15] What are your clients biggest design and branding challenges right now, during COVID-19? [9:45] What are some of the biggest changes for retailers during this time? How are they using digital to solve problems? [12:45] Aaron defines “responsive design” and how it’s changed how designers approach their work[15:05] “One size doesn’t fit all." Aaron further breaks down responsive design and why prioritizing different audiences matters[17:25] Mobile First vs. Mobile Only, Aaron’s take on these buzzworthy design theories[21:45] What are the top things to keep in mind when a project involves packaging design? [24:00] How long has packaging sustainability been top-of-mind for designers or agencies like Capsule? [27:00] Aaron offers advice for upcoming graphic designers in today’s world[28:50] Rapid Fire! Quick Questions and Fast Answers with Aaron Keller[30:45] How does Aaron stay current in all things digital? What’s the next big thing in digital design? [32:40] Kathy and Gino’s Key Takeaways [36:19] Bridging the divide between physical and digital, a key summary of the episodeLinks and Resources:Visit CapsuleSubscribe to Capsule’s Think & Link virtual series. Buy Aaron’s book, The Physics of Brand Read The Experience Economy by Joe Pine & James GilmoreFollow Aaron on LinkedInConnect with Aaron via email: firstname.lastname@example.orgFollow Aaron on Twitter: @KellerofCapsuleKathy & Gino’s Key Takeaways:Design can’t be only digital or only physical anymore. Responsive design means considering everywhere your design will be seen (mobile, print, packaging, desktop, etc.)Designers have the responsibility to bridge the divide between the physical and digital world. That’s the great challenge of the digital age.Think of your audience as human beings. You must first understand who they are, where they live, what they buy and why…then work your way forward. Research is so important in the digital age. Great design is about more than simply how it looks; functionality that speaks to the brand must be incorporated as well. Innovations in sustainable packaging & unboxing experiences are poised to make an even bigger impact for the consumer in the coming years.Aaron's Favorite Band to See Live: Depeche Mode!
39 minutes | 4 months ago
Why Sears Could Have Been Amazon—Featuring Craig Herkert
In this episode we cover:How Craig defines digital transformation [1:35]What are the biggest upsides of using digital for companies? [3:11]What is holding the transformation back? [6:12]Craig’s advice for executives and business leaders: How to get started using digital? [9:14]COVID-19’s impact on the retail industry [11:10]What online shopping can and can’t do [15:06]The future of remote work after COVID-19 [17:13]Rapid Fire! Fun facts and fast answers with Craig [25:06]How does Craig stay current with digital? [24:54]What’s the next big thing in digital? [27:30]Kathy & Gino's "Key" Takeaways [31:00]Links and Resources:Follow NYU Marketing Professor and Digital Thinker Scott Galloway on TwitterFind Craig Herkert on LinkedInKey Takeaways:Companies that don’t go digital simply will not surviveWhat’s holding digital back? The people with an opposition to change. Individual “primal” survival always trumps survival of the “herd.”As a leader, you have to empower your people to change, and give them the tools to make it happen.Digitized curated “in-store” experiences are the future of retail.Craig’s Favorite Band or Musician: Miles Davis!
29 minutes | 4 months ago
Let's Get Digital—Featuring Kathy Hollenhorst and Gino Giovannelli
In this episode we cover:Gino Giovannelli Introduction (1:00)How Gino defines digital transformation (1:45)How do you keep all the moving parts of digital straight? (3:30)What are the upsides in favor of digital transformation? (6:06)What is holding companies back from doing digital well? (8:58)The importance of vision and strategy; leadership's role in digital transformation (12:34)Who benefits when a company goes digital? (15:40)Rapid Fire! Fun facts and fast answers with Gino (18:50)Closing Thoughts - How do we stay current with digital? (21:35)Links and Resources:Download our "Wheel of Digital Transformation" VisualMalcolm Gladwell’s Revisionist History podcastEssentialism: The Disciplined Pursuit of Less by Greg McKeownSimon Sinek's A Bit of Optimism podcastThe Digital Marketing Podcast from Target Internet Why We Buy by Paco UnderhillConnect with Gino on LinkedInConnect with Kathy on LinkedInKey Takeaways:[On digital strategy and action] Think big, start small, move fast.[On learning how to use digital] "Immerse yourself in situations where you're forced to figure it out...Don't ask yourself if you HAVE done it; ask yourself if you CAN do it." - Gino GiovannelliThere are 2 main buckets of digital transformation: 1. People (enablers, process) and 2. Touchpoints (customer experience, responsive design, technology, analytics)The biggest winner of digital transformation is the customer.Gino's Favorite Band: Rush!Kathy's Favorite Band: U2
35 minutes | 4 months ago
Evolution Not Revolution—Featuring Stuart Harris
In this episode we cover:Stuart Harris Introduction [1:06]How does Stuart define digital transformation? [2:11]What’s the biggest upside to taking on digital transformation for companies? [3:20]What is holding companies back from undertaking digital transformation journeys? [4:56]Stuart talks about leading the new business division devoted to digital transformation. [6:10]Who are Stuart’s team’s clients and who do they engage with on the client’s team? [8:15]How has Emerson moved from being “hardware” oriented to helping companies develop a digital strategy? [11:45]What are the critical success factors for a company's digital transformation? [16:00]Rapid Fire! Fun facts and fast answers with Stuart [20:15]Wrap Up Questions: How does Stuart stay current on all things digital? What’s the next big thing in digital? [23:00]Kathy and Gino’s “Key” Takeaways [27:06]Links & Resources:Email Stuart: email@example.comConnect with Stuart on LinkedInEmerson Digital Transformation Business UnitRead MIT Sloan's Groundbreaking Research Report: Strategy, Not Technology, Drives Digital TransformationKey Takeaways:Strategy, not technology, drives digital transformation. Failure to develop a strategy is the single greatest pitfall a company can make when going digital.You need support and active engagement from a company's leadership to drive alignment. Involve all aspects of the business: IT, HR/Organization Dev groups. Employee buy-in is critical.Digital transformation is the use of smart, connected technologies to solve problems. Start small, focus on a goal and drive from there.Stuart's Favorite Musical Performer: Ed Sheeran
53 minutes | 4 months ago
Keep the Talent, Lose the Fear—Featuring Darin Lynch
In This Episode We Cover:Darin Lynch Introduction [00:52]How did Darin get started in digital? [1:40]What was Darin’s motivation to start Irish Titan? [3:25]How does Darin define “digital transformation”? [5:48]What is the upside for companies willing to take on digital? [7:10]What’s holding companies back from going digital? [11:19]People, Process & Technology - What drives and slows change? [13:39]Darin’s Business Philosophy: “Business First, Online Second.”™ [15:15]How does Darin tie digital and business strategy together with technology? [18:30]How to hire advice and what are Darin’s people management practices? [22:52]How did Darin build Irish Titan’s culture? [26:25]Words of wisdom for companies moving into e-commerce/online space? [31:24]How do companies and leaders get started in digital transformation? [33:36]Rapid Fire! Fun facts and fast answers with Darin [35:50]Wrap up Questions: How does Darin stay current on digital trends? What does he think is the next big thing in digital? [41:00]Kathy and Gino’s “Key” Takeaways [45:00]Links and Resources:Irish Titan WebsiteEmail Darin: firstname.lastname@example.orgConnect with Darin on LinkedInDarin's team uses "Officevibe" to measure work culture & performanceArt of the Start (book) by Guy KawasakiRSA Animate Drive: The surprising truth about what motivates us (Video)Axios Newsletters on Tech & Digital TrendsSimon Sinek PodcastKey TakeawaysDigital transformation is the weaving and embracing of technology into all of your approaches toward business performance. Digital solutions should be woven through the different disciplines of your business.Define project or product requirements before coming up with technical solutions and deciding on platforms.People today want to work at a company where things move quickly. Adoption of tech and digital into all of your practices offers a ton of flexibility to a company and all its employees, which promotes productivity to help retain and extend your company culture.Darin's Favorite Band: Kiss
43 minutes | 4 months ago
Welcome to the Sh*t Show—Featuring Andrew Eklund
In this episode we cover:Andrew Eklund Introduction [00:50]How does Andrew define digital transformation? [2:00]What is the most significant upside for companies undergoing digital transformation? [4:44]What’s holding companies back from undergoing digital transformation? [6:08]Andrew tells the story and inspiration for starting his company, Ciceron [7:26]Andrew’s unique idea of “economic reinvention” for businesses. Breaking down how economic crashes birthed market-changing solutions through digital. [10:38]How can companies take advantage of digital channels and advertising during COVID-19? How do companies manage resources, focus and priorities in this new world? [16:22]Advice for companies doing business the same way and the new way of digital [20:41]How does a company without a digital foundation get started? [24:38]Rapid Fire! Fun facts and fast answers with Andrew [29:38]Wrap Up Questions: How does Andrew stay current on digital? What’s the next big thing in digital? [33:55]Kathy and Gino’s “Key” Takeaways [36:20]Links & Resources: Connect with Andrew on LinkedInLearn more about Andrew's company, CiceronUse "Digiday" as an ongoing digital resource"Key" Takeaways:Digital transformation is an existential reality. How companies respond will determine if they will sink or swim — these crises are just part of the fabric of our reality. It's a leader's job to respond.Failure is built into innovation. Leaders must see things as they are, no sugar coating. Be real and give your team slack on the financial leash to make it happen.Digital provides a hope to get through major economic downturns.Andrew's Favorite Band: Phish, but Radiohead might be the best band
48 minutes | 4 months ago
Small Bets Placed Often—Featuring Jen Swanson
In this episode we discuss: Jen Swanson Introduction [1:10]How does Jen define digital transformation? [1:48]What is the biggest upside for businesses? [3:30]What is holding companies back from integrating digital? [6:50]An Evolution from Project to PRODUCT management & focus [9:40]How does product over project mindset work in day-to-day practice? How Jen goes in and helps companies. [15:45]What are the core characteristics of a good product manager? [20:08]Jen is technology “agnostic," meaning she doesn’t know how to build technology; so how does she bring technology out of IT and integrate it into the business? [24:00]“Business People” vs. “Technology People” [27:15]What does it mean to apply “Agile” principles to make an entire business better? [29:15]Rapid Fire! Fun facts and fast answers with Jen [33:50]Wrap up Questions: How does Jen stay current on all things digital? What is the next big thing in digital transformation? [37:35]Kathy & Gino’s “Key” Takeaways [41:30]Links & Resources:Connect with Jen on LinkedInFollow Jen on TwitterJen Swanson's Company WebsiteProduct Management Resources and Newsletter - 280 Group"Key" Takeaways: Projects end but products endure. Meaning digital platforms stop evolving the moment you stop working on them. Digital products must be cared for and nurtured over time.Agile vs. agile. Big "A" Agile is the formalized software development process, little "a" agile just means adopting "Agile" principals and applying them throughout departments like HR, Operations, Marketing—agility is not just for IT. Happy employees make happy customers. Digital makes it easier for employees to do what they do.Change mindset from digital supporting strategy to digital being THE strategy.Jen's Favorite Musician: Paul Simon
43 minutes | 4 months ago
Measure Twice, Cut Once—Featuring Andrew Benson and John Dusek
In this episode we cover:Andrew Benson & John Dusek Introduction [1:00]Why did Andrew and John start “Straight Line Theory” in 2002? [1:35]What is User Experience (UX) design? [4:05]How is UX different than UI (User Interface)? [7:35]How do “usability tests” actually work? [8:30]Where does UX fit with a company thinking about doing a bigger digital transformation? [9:47]Digital empowers customers. How do you ensure that giving customers new freedoms also makes it easier for them to use digital products? [10:57]How does a company get started improving digital experience for customers? [15:05]UX fits in everywhere from a digital transformation perspective. How does collaboration with users work? How does the prototyping process work? [16:20]How does Straight Line Theory continue to operate and collaborate with users during the COVID-19 crisis? [18:20]How do you focus your UX research given all the different digital devices available for users? [22:28]Rapid Fire! Fun facts and fast answers with John and Andrew [24:35]Wrap Up Questions: How do John and Andrew stay current with changing customer expectations and digital possibilities? [30:10]Kathy and Gino’s “Key” Takeaways [34:07]Links & Resources: Connect with John Dusek on LinkedInConnect with Andrew Benson on LinkedInLearn more about Straight Line TheoryGet to know the "Nostos" Business Community"Key" Takeaways:UX design is focused on 4 phases: Research, Refine, Test, DefineIt's so important for companies to watch users actually use their digital products to identify pain points, inconsistencies and what is working.The key to successful UX design is a "measure twice, cut once" mentality. Usability testing is critical.The customer should influence the way the technology is built, not the other way around.John's Favorite Band to See Live: Durand Jones and the IndicationsAndrew's Favorite Musician: Prince
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