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Insider Interviews with E.B. Moss
8 minutes | Dec 30, 2021
Ringing out the Old with News from E.B. for 2022
For the past 44 episodes of Insider Interviews I've put a lot of well-known media and marketing folks in the hot seat ...And today's guest is ... E.B. Moss. Me. Because as we ring out the old and ring in the new I've got some news for you. This nice round number, episode 45, will be one of the last for Insider Interviews for a while, as I embrace something really new. A brand new role as Senior Vice President of Content and Community for Brand Innovators. I'm thrilled to join this company, which has done such a great job for the past 10 years of creating a community for marketers and helping build relationships between those marketers and media folks. They've done it through an incredible number of events and panel discussions, fireside chats, activations, tent poles, content articles, you name it. I will help further that community and also build new products. So, stay tuned as they say. And join us! In looking back to look forward, as I wrote in The Continuum recently, I had some wonderful conversations. After launching with programming pro, Gary Krantz, talking about audio and the evolution of radio and podcasting my very next episode was in March of 2020 was Shelly Palmer, the pundit, who accurately predicted that we all better have our tech set up well to work from home. Check. In episode 7, Claude Silver, the Chief Heart Officer of Vayner Media, emphasized the need in our increasingly isolated environment to build relationships. And then Arra Yerganian educated us in episode 22, about the social determinants of health as we're so impacted by our surroundings. (I hope you're creating a safe space for yourself and finding ways to bring joy into your world, even as we have to isolate a little bit longer now.) On the DEI front Robyn Streisand, founder of The Mixx, is doing a terrific job at educating brands on how to embrace diverse communities and market authentically. And then, hats off to KoAnn Skrzyniarz, for building Sustainable Brands and emphasizing brand purpose and the business value of embracing sustainability and purpose-driven messaging. Talk about influencers. That’s what Danielle Wiley of Sway did and really informed us about how to manage what's been influential and what hasn't. And it all kind comes together with Joe Jackman in episode 37, talking about reinvention. Because that's what we're all doing these days. Marc Kidd and Anna Bager each talked about the out of home ad industry and their headaches during a time when nobody was traveling. Captivate, where Marc is CEO, specialized in elevator advertising, and no one was going into office buildings! So they figured out how to pivot -- or reinvent -- by expanding their signage to places where people play and live like golf courses and apartment buildings. Anna Bager talked about how out of home signage really helped move public service messaging forward, especially with the healthcare messaging that is so important these days. There were also some really impactful conversations with women in marketing. I want to thank, for example, Melissa Grady, the CMO of Cadillac, as well as Heidi Zak, the co-founder and CEO of third love, as just two examples. And I was able to do articles on both of them for The Continuum. That's the publication where I was editor in chief for the past year. We published some excellent articles about the need for both brand and demand marketing. That publication will continue to embrace the future. And it's a very worthy read. But I think as I look forward, and look back, some of Ruth Steven's words were exactly right and underscores why my move to Brand Innovators will be so timely. Ruth is one of the foremost experts in B2B marketing. And she said in our interview, “Today, the ability of the salesperson to guide a purchase in the buyer's direction and really understand the needs of that buyer has been eroded. So the marketer needs to step in and provide the educational content.” So my friends,
29 minutes | Dec 20, 2021
OAAA’s Anna Bager on Out of Home Improvement
For the past several years, Out of Home advertising (OOH) had back-to-back growth. Then, like so many changes in our daily habits, travel slowed, media habits shifted and signage became less of commodity. But, as Anna Bager, the CEO of the OAAA - the trade association for outdoor advertising recently shared: Part of that is tempering excitement over new technologies with a focus on society’s heightened need for humanity and real connections. The right strategy helps brands ensure they’re reaching consumers where they are, providing an experience that’s contextual and relevant. This conversation with Anna expresses the "what's old is new again" value of OOH and its ability to offer that "where they are" connection with consumers and provides an experience that’s contextual and relevant, privacy-compliant AND hyper-local! NOTE: It's a terrific complement to Epi 43 with the CEO of Captivate which focused on how their form of digital place-based advertising -- in-elevator media -- also had to shift its "place" and pivot during the pandemic. In both cases you'll hear about the value of both digital engagement and innovation and good old purpose driven messaging. (And if you want to learn about the IAB -- Anna's previous home before her focus on out of home -- check out Epi 20 with David Cohen!) We discuss: The evolution of OOH from static hiway signs (think Burma Shave!) to interactive digital takeovers (think Times Square!) How the medium survived the downturn in travel during the peak pandemic months by doubling down on its track record asa public service tool... How OOH supports both "brand and demand" marketing. We wrap with Anna's personal preferences for cool tools of the future! Social Media Links: Anna Bager LinkedIn Anna on Twitter OAAA on Twitter Please share the podcast if you liked this episode, and follow Insider Interviews on Twitter, Instagram, and Facebook. And to support more please add to my virtual tip jar! https://www.buymeacoffee.com/mossappeal
31 minutes | Dec 16, 2021
How Elevator Advertising Survived 2021’s Ups and Downs
Marc Kidd, CEO of Captivate, lost sleep thinking about the lost foot traffic in office buildings when the pandemic hit. After all, his company specializes in programming the video screens in elevators. But, this son of famed NCAA football coach, Roy Kidd (as in Roy Kidd Stadium), is not one to panic at fourth down. In our conversation for Epi 43 he shared how Captivate evolved its Digital Out of Home (DOOH) offerings to include home and play locations, with an upswing in results for sales and marketers alike. “There was a high stakes game on a really bad weather day and I said, ‘Dad, it’s raining, the wind's blowing. What decision are you going to make about the coin toss?’ He said, ‘You don't worry about the things you can't control.’ It has always reminded me that there are things in life you have no control over ... like a pandemic.” Marc is not a stranger to having to pivot. Hear what happened when his college plans to work alongside his dad got waylaid... and he briefly considered accounting for a career! Luckily, he found his footing in sports marketing...then broadcasting, giving him the foundation for a storied career that included helping create the NCAA corporate partner program and the Breeders Cup’s World Thoroughbred Championships, WAC corporate partner programs and iHigh.com. Now at Captivate, he had some tough calls to make in the past two years for the greater good, but like all boats when the tide rises he ultimately helped the elevator advertising business stay the course through more innovation. Sample image from Captivate screen content Listen and learn about: How Captivate transfigured awkward social spaces! The evolution of DOOH (Digital Out of Home) itself and its use in brand and awareness marketing The guiding path to advertising effectiveness and strategizing content QR codes and other ways of building real attribution How COVID-19 disruption prompted forward-thinking repositioning Captivate's 2022 plans, including re-engineered programmatic platforms Staying in the game by evolving through crisis CaptivateScan - a pandemic-inspired innovation for building lobbies Why Marc can twirl a baton!... Attribution Tactic Resources mentioned: GroundTruth Office Pulse Placed Foursquare Kochava Social Media Links: Marc Kidd LinkedIn Marc Kidd Twitter Please share the podcast if you liked this episode, and follow Insider Interviews on Twitter, Instagram, and Facebook. And to support more please add to my virtual tip jar! https://www.buymeacoffee.com/mossappeal You can also reach out to be considered for an episode — or suggest questions or a guest — or to have your own bespoke podcast series produced and/or hosted by E.B. Moss. Email us at firstname.lastname@example.org. We’re “hear” for you!
36 minutes | Dec 2, 2021
Using Original Podcasts to Build Brand Relationships
Podcast pro Steve Pratt, VP and Co-Founder of the multi-award winning Pacific Content, told me his company no longer makes branded podcasts. They haven't for a few years. They make “original podcasts with brands." And win awards doing it for brands like Ford Motor Company, Rocket Mortgage, Morgan Stanley, Slack, and Red Hat. The difference? These are no "thinly veiled infomercials. Instead, Pacific Content works together with their partners to "make a show that's designed as something that only that brand can make; you give a gift -- or create a significant amount of value -- for the people that the brand wants to have relationships with.” And that, says Pratt, is how and why a brand makes a show that solves for their specific business problem, AND makes them into "media companies," too. But don’t forget about the marketing. Good content that isn’t salesy has to go hand in hand with good marketing that doesn’t just try to “interrupt.” So, excuse me (!), but marketers should listen to this informative conversation all about connecting the dots between business objectives and audience preferences via podcasting. Steve should know: his company of “50 passionate podcast nerds” is focused exclusively on original podcasts that promote brands with authenticity and without compromising quality. Steve and I also discuss: How Dell Technologies’ podcast, Trailblazers with Walter Isaacson, became a “masterclass” on disruption and innovation, and sold listeners on Dell without selling products (and you can hear Dell Global Marketer, Rachael Henke, talk about this in Epi 6 from 5/20!) Creating a branded podcast strategy like a Venn Diagram between business goals and listener interests How podcasts drive loyalty Opportunities for “brands as media companies” Branded podcasts vs. Advertising in another podcast: What’s the litmus test? (And when Steve suggests brands call Bart Roselli at VeritoneOne, per episode 41 on effective ad campaigns!) Establishing marketing effectiveness in podcasting Success measurement tactics and KPIs And, since Pacific Content gives good content themselves, don’t miss Steve’s own musings on the future of podcasting, how he did on his 2021 predictions made in our friend James Cridland’s show...and what he’s projecting for 2022! Please share the podcast, and if you liked this episode, feel free to show support in my virtual tip jar at https://buymeacoffe.com/mossappeal -- and please follow and engage with Insider Interviews on Twitter, Instagram, and Facebook. Find/Follow Steve and Pacific Content at: Steve Pratt LinkedIn Pacific Content LinkedIn Steve Pratt Twitter Pacific Content Twitter Reach out to be considered for an episode — or suggest questions or a guest — or to have your own bespoke podcast series produced and/or hosted by E.B. Moss. Email us at email@example.com. We’re “hear” for you!
36 minutes | Nov 18, 2021
Innovations in Leveraging Audio
Bart Roselli of Veritone One has seen the audio space grow exponentially in his over 15 years of media, marketing strategy, and account management experience. Now, as SVP Growth, he leverages his breadth of knowledge to enhance agency-media vendor relationships and help ensure client goals are set smartly for the space, and fulfilled across multiple channels of audio opportunities...including having an eye towards integrating Veritone AI technology to enhance performance. After comparing notes on our common ground of NJ to CA lives, in Episode 41 Bart explains the evolution of audio ad tech to how audio is also bought, sold and marketed differently these days. "It's not a one size fits all media world anymore. It used to be radio, print, and tv. Then digital started to evolve and now you have different tracking elements as we're moving towards a cookieless space. So marketing has evolved." Hear how to keep up with all the changes as Bart and I also discuss: How audio marketing has completely evolved in via multi-touchpoints Following the dollars via advances in digital tracking From compliance to engineering, how the backend of Veritone’s digital infrastructure “takes a village” The changes in how people consume media – including the impact of the pandemic on podcasts – and how brands need to fit into lives and attention spans differently Embracing change (a la 37 with Joe Jackman) but why Bart says, “If you’re reading about it in the trades you’re behind” Utilizing artificial intelligence and synthetic voice to super-serve clients (while avoiding “deep fakes!”) Bart’s stance on the brand and demand continuum Tapping data as the modern version of a crystal ball to navigate millions of shows to pick up and coming winners and properly message in the right podcasts The difference between embedded and digital ad insertion – and use cases for each (You can take a deeper dive into ad sales from Bart on the Podcast Advertising Playbook episode with Heather Osgood.) The reality of CPM pricing and measurement And overall remembering: “If you’re not thinking of channels – plural, you’re thinking of audio and your marketing incorrectly and you’re missing a big chunk of audience.” And big news! You can watch the unedited version of this episode now as video on YouTube! (Don't judge my kitchen.) Resources Mentioned: The Continuum 2020 IAB Brand Disruption Summit Partnership with Children Social Media Links: Bart Roselli LinkedIn Veritone – LinkedIn and Twitter Please share the podcast, and if you liked this episode, feel free to show support at https://buymeacoffe.com/mossappeal and please follow and engage with Insider Interviews on Twitter, Instagram, and Facebook. You can also reach out to be considered for an episode — or suggest questions or a guest — or to have your own bespoke podcast series produced and/or hosted by E.B. Moss. Email us at firstname.lastname@example.org. We’re “hear” for you!
43 minutes | Nov 4, 2021
Cadillac CMO Melissa Grady Dias on Marketing a Maverick (with heart)
A milestone! It's Episode 40 of Insider Interviews! And for that, who better to interview than Cadillac's Global Chief Marketing Officer, Melissa Grady Dias, who is, herself, marketing a milestone: the launch of what will be the first all electric line of luxury brand vehicles (EVs), starting with the Lyriq! This episode was recorded in September, and since then the new Lyriq has sold out of pre-sale reservations. So how did it get so popular? Why is Cadillac “the maverick” of the GM brands, and how does its marketing deliver on its corporate parent's promise to be the most inclusive company in the world? For the past two years, Melissa Grady Dias has held the key. She is a marketer's marketer, a master of math and of insight-driven creative. With a heart. That "brand and demand" combo (as I’ll write more about in The Continuum) is what’s helped infuse those corporate cause-oriented values into everything from gaming tie-ins to 6-second ads, to experiential marketing with Michelin-rated chefs. To hear Melissa be moved by the definition of equity and inclusion is to understand what "drives" (sorry) much of the brand messaging, but messaging that is always backed by data. As she explains: “I try to understand how and where my audience is consuming media, and how they're entertaining themselves. Then I try to be in those places, but to do it in a different way, so that it really breaks through.” While always in pursuit of an advertising career, (“I used to watch Who's the Boss and I loved Angela and I wanted to be like her,” she confesses) Melissa almost took a wrong turn. But discovering Database, Direct, and e-Commerce studies in a Masters program led her to expertise in performance marketing and technology. Her passion for good creative added the rest of the fuel. After discussing how she “followed her career north star to OnStar” we took some deep dives into how she is marketing the 125-year old brand, including: What it means to “show up differently” and how the Cadillac marketing team approaches the funnel differently, too (hint: upside down!) With GM looking to go all EV and towards a 0, 0, 0 world (zero emissions, zero crashes, and zero congestion) how Cadillac, historically an innovator brand, is at the forefront of that effort: Just why Cadillac overall -- from the Escalade to the XT6 -- is like the maverick of GM brands, while still infused with corporate cause-oriented values. "Cadillac is also a bit of a maverick and we’ve always stood for those people who really have big dreams and bold ambitions, but really they’re the change-makers." Melissa’s reaction to CEO Mary Barra’s statement on making GM one of the most inclusive companies in the world, and how they’re doing that -- on social, in a campaign or in how they’re spending money; “Equity is treating everyone the same and fairly. So if there's a dance everyone's invited to the dance. Inclusion is being asked to dance.” Campaign development: "When Regina King heard the brand manifesto, she could relate it to her story. And ...it inspires me to be a better person, too. That's how the “Never Stop Arriving” campaign was born: it's about hitting a moment, celebrating yourself and then thinking ‘Now, how do I keep making the world better? How am I going to keep moving forward?’" How they identify prospects and find them, starting with addressable and digital then filling in as they go up the funnel, right to tentpole events like their Oscars™ or PGA sponsorships; Melissa’s perspective on audience demographics “I’m never saying, ‘where are the 25-54 year olds with a certain income’” and feelings about linear TV to podcasts...even their innovative use of gaming and AR and VR as part of the sales process; (Note – Take a look at Cadillac Live for a unique view of how vehicles can be experienced in our showroom and supply-chain challenged times! And fun fact: More test drives happen on YouTube than in a car de...
30 minutes | Oct 21, 2021
Pearl Servat’s Visible Marketing Wisdom
When I met Pearl Servat three years ago, Visible was brand new in the world of wireless carriers, and Servat was generating content about it. Now she is fairly new in an elevated role as Head of Brand Marketing and Demand Gen for the disrupter division of Verizon Wireless, and gives good content herself in our conversation about driving customer connections. Servat honed her PR chops in the entertainment and brand world under the mentorship of marketing heavy hitters like Pat Kingsley (PMK-BNC), but made the switch, as they say in the world of carriers, to helm "brand and demand" marketing. In Epi 39, she discusses both her own evolution, and that of Visible. Hear how she leverages partnerships with like-minded brand ambassadors and ensures the first all-digital wireless carrier in the US doesn't forget its mission of kindness and transparency: “I essentially sit at the intersection of where I've always loved to be. Between brand building and conversion and acquisition, driving and growth.” Mission First, Marketing Next. Servat explains that Visible’s mission drove her to lead efforts to connect people during some of the scariest days of the pandemic. Hear how a simple email campaign that Visible sent asking how customers were holding up during the pandemic had unexpected impact. Staying true to its DNA, the brand launched the #VisibleActsofKindness campaign and garnered over 2 million organic interactions. Hear her perspective on the importance of both brand and demand marketing, as her title implies, AND experiential marketing -- such as when they turned Los Angeles bus stops into mock living rooms, and even ski lifts settings giving customers a tactical connection with the all digital brand in lieu of physical retail locations. “It's beyond just retaining the consumer for us...We truly try to be as intentional as we can at every touch point with the brand. So, it doesn't just start and stop with marketing.” Partnerships that Matter Partnerships and brand ambassadorships help extend the reach of the brand. Servat emphasizes the importance of partnering with people who live by the same mission as the company. Potential partners have seen the work Visible is doing and reached out to the company, interested in collaboration—the mission drives these kinds of partnerships. Staying on trend? Servat credits her team, modestly saying she’s not “nearly as hip and cool as they are.” And on working with marquee names like Kevin Bacon and Dan Levy? Well... “When it comes to talent partnerships, we do a significant amount of research...And we only work with talent who walk the walk when it comes to social impact, what they stand for on an ongoing basis, [and] how they connect with their own communities.” To hear more on the early stage Visible marketing efforts, listen to Insider Interviews Epi 10 with then CMO Minjae Ormes. Connect with Servat and Visible Visible: On LinkedIn, Twitter, Facebook, and Instagram Servat: On LinkedIn Connect with E.B. Moss and Insider Interviews at Moss Appeal and on: Twitter: @MossAppeal @InsiderIntervws Instagram @MossAppeal @InsiderInterviews Facebook: Insider Interviews Podcast If you found this helpful, or liked other Insider Interviews episodes, please support us with a review wherever you listen, share this episode, and even add to my digital tip jar to “buy me a coffee!” If I can help you connect your podcast/tv/content dots—or, just want help getting started with a podcast or content marketing strategy, please reach out to me at email@example.com.
1 minutes | Oct 7, 2021
Katie Kempner’s Primer on PR and Personality
Katie Kempner may have appeared in the cult-classic films Scam and Class of Nuke 'Em High, but she’s much better known for her corporate communications credentials. In Epi 38, she switches roles from interviewing others, or landing her clients interviews as a PR phenom, and sits instead in my guest seat. Kempner and I took a few fun minutes at the top to discuss our mutually limited—yet memorable—acting experiences (see bonus image, below), but then dove in to how taking a risk paid her career-making dividends, and her tangible takeaways about earned and owned media today. Stumbling into her Niche When her prospects as an MTV VJ or starlet seemed slim Kempner took a job at a staffing company to avoid having to return to her parents’ home after college. An opening at one of their client’s shops, the then still nascent advertising agency CP+B, changed her career path forever; Kempner talked her way into a role working with their new business division! Kempner stayed with the award-winning agency for almost 20 years, and its acquiring company, MDC, from its roots as a small Miami office to regional powerhouse to a global super machine. But... She always dreamed of starting her own firm. Solid relationships with her employer allowed her to launch Kempner Communications and keep CP+B as her first, and biggest, client. How she lives the "reinventionist" philosophy of one of her current clients and my previous guest, Joe Jackman! (Check out Epi 37 if you missed it.) I am the product of hard work and being in the right place at the right time. Media Evolution Kempner has witnessed the rise in popularity of owned media, and she discusses why she still leans more toward earned media, but... Always one to embrace future concepts, Kempner also discusses the benefits of client-created media and how it can help reach an intended audience. Speaking of audiences, we discussed the shifting audience perspectives as the media world functions with fewer high-profile journalists with readership at scale, and more outlets to tell stories. Listen for Kempner’s recommendations on balancing quantity and quality in earned media. In one way, the proliferation of media is fantastic because there are more places to go. Kempners Tips for Getting Started in Today’s PR World Be a strong communicator Be careful with your words and a scrupulous editor Knowing why you’re crafting a message can help determine where to place it. Knowing what your clients are trying to say helps to determine to whom they’re talking. And personally? Just as she asks of the guests she interviews on Perspectives, Kempner’s answer to what advice she’d offer: “You should speak kindly to yourself...and I don't mean live in some kind of la-la land where you're not being realistic, but be good to yourself and be your own best friend.” Connect with Katie Kempner: Online: Kempner Communications On LinkedIn and Twitter Via her podcast, Perspectives with Katie Kempner Connect with E.B. Moss and Insider Interviews at Moss Appeal and on: Twitter: @mossappeal @insiderintervws Instagram: @mossappeal @insiderinterviews Facebook: InsiderInterviews Podcast If you found this helpful, or liked any of my Insider Interviews episodes, please add a review anywhere you listen to podcasts, share this episode, and you can even add to my tip jar to “buy me a coffee!” If I can help you connect your podcast/tv/content dots—or, just want help getting started with a podcast or content marketing strategy, please reach out to me at firstname.lastname@example.org. Bonus Image:
42 minutes | Sep 23, 2021
Joe Jackman Reinvents How Brands Embrace Change
Not many people – or brands -- love change as much as Joe Jackman. The CEO of Jackman Reinvents has been a valued advisor to major retailers like Staples and brands like Flow Water, to B2B companies and to private equity partners. In this episode hear how he uses insights about trends and human behavior to drive change – or reinvention – and why that’s essential for a brand today. Jackman believes that moving from town to town as a kid with his retail exec dad emboldened him and taught him relationship skills. To the envy of any who have experienced “imposter complex,” Jackman has confidently embraced change professionally, moving from creative to CMO to CEO, admittedly making it up as he went along at many of the stops along the way. Learn what’s needed for companies to thrive, and the consequences for those that choose to emulate ostriches. This 40-minute conversation is filled with insights – or, as Jackman calls them when working with clients, “nuggets you can actually hang a strategy off.” I encourage a full listen, but here are some unmissable elements and Jackman Takeaways: Change has been coming fast and furious for many years, but the pandemic has compressed the need for speed to do things differently now; not just in people's lives, but in the dynamics of the marketplace Jackman Takeaway: “If you're not changing and evolving, you’re stuck. That would probably be the best scenario. But the more common scenario is you're moving backwards or, in business terms, you're waning or dying.” Joe Jackman explained his personal path and how an appreciation of change took him from creative director to business owner after stints helping launch brands like Joe Fresh (no relation!). Jackman Takeaway: “I said, why can't I be a brand strategist? What do I need to know? Who do I need to learn from? And then, eventually, I just thought, ‘Why can't I shape strategy at the very highest level?” That attitude led to becoming a “reinventionist” – and the definition thereof: Jackman Takeaway: “It’s a word I made up, but basically the definition is to just be really good at making change happen and to great benefit. The world needs more people with the skills and in the mindset of making change.” Learn which immutable law of marketing he adopted from Al Ries and Jack Trout and built his agency on. Jackman’s concept of reinvention is tied to “invention,” and a brand’s transformation is intrinsically tied to its DNA. We need to collectively “reposition the entire idea of change in our minds as a positive force, and essential. It should be seen as creating the next best, most powerful and relevant version of you or your company.” (He literally wrote the book on this: “Reinventionist Mindset”with a set of five principles for change.) The status quo – especially when paired with success -- is a killer. Business model life cycles, executives' tenures, the length of brands’ relevance, are all compressing. So, since “the future arrives daily,” brands need to figure out step-by-step how to evolve and “get pro athlete good at it or you have it done to you.” Learn how Jackman helped Staples create trial stores that were hybrid workspace meets product sampling; and transformed Rexall, including being the first drugstore in Canada to start offering flu shots. Jackman Takeaway on Retail: “In a world of choice, which is what the internet did to retail, retail was relatively slow to adapt.... There are exceptions, but retail generally sat and was lacking innovation... A lot of disruption was enabled by that sense of ‘oh, maybe one day we’ll evolve, but stores are the thing now...’. If retail leadership was prescient in reading what's happening, Amazon wouldn't exist. Casper wouldn't exist. Netflix wouldn't exist and there’d be a streaming service called Blockbuster.” Big Jackman Takeaway: “There's probably only one rule in all of this work in transformation: That you must deeply understand who your cus...
30 minutes | Sep 9, 2021
Warner Bros.’ Shaleen Desai is Very Animated About Good Storytelling
Shaleen Desai is like a caped crusader for content. This SVP of Adult Animation is super focused on solid stories and shares how he is bringing super heroes and more to animation...and beyond. In his career of 20+ years and counting in Hollywood, Desai has been with Letterman, Viacom/CMT, Fox 21 and gone from working with Jason Bateman at Aggregate to Warner Bros. on "Batman" and other IP. Overall, whether it's animated or audio his focus is making sure Warner Brothers Animation products will resonate anywhere as just good storytelling! While Insider Interviews listeners heard from Desai in Epi 33 - which was taken from his NATPE ContentCast panel about crossover IP -- in this episode 36 Desai gets the chance to go more in-depth around how Warner Bros. Animation and Blue Ribbon Content work with the overall organization to tap top talent -- from development to writers to the stars behind the mics. For example, when you hear those words, "I'm Batman" in a forthcoming scripted podcast it might be spoken seriously by Winston Duke on Spotify... or by a campier Jeffrey Wright in a version called Batman the Audio Adventures on HBO Max. [Since this recording earlier in September it was announced that The Audio Adventures will launch on 9/18 -- which is (who knew?!) "Batman Day"!] And of course, there's always animation, with Batman, Caped Crusader headed to Cartoon Network and HBO Max soon. But Desai is focused on more than super heroes. He's also developing new approaches to content, dabbling in AI and more short digital films and podcasts through Blue Ribbon, and always working to just identify the next good story that can live, well, anywhere! Want to know exactly how the pandemic shifted content consumption of more adult animation? How do they pick which story might live as a cartoon or a podcast? Will it land on Adult Swim or HBO Max ...or even Spotify or Freeform? Will Desai hire E.B. for voice work!? And why DO E.B.'s doormen call her "Batgirl"? Learn all this and more from this Hollywood vet and the voiceover wannabe host of this episode. Please find Shaleen on LinkedIn: https://www.linkedin.com/in/shaleen-desai-aa661412/ Please follow E.B. Moss and Insider Interviews on: Twitter: @mossappeal @InsiderIntervws IG: @insiderinterviews @mossappeal Facebook: InsiderInterviewsPodcast If you found this helpful, or liked any of my Insider Interviews episodes, please add a review on Apple, share this episode, and of course to support this show you can “buy me a coffee!”: https://buymeacoffee.com/mossappeal If I can help you connect YOUR podcast/tv/content dots, or just get started with a good #b2b podcast, please reach out to me at email@example.com
36 minutes | Aug 26, 2021
Ruth Stevens: No BS About B2B Marketing
Today's episode could be a lesson plan about B2B Marketing because my guest, Ruth Stevens, has been teaching business to business marketing at NYU, Columbia, and B-schools around the world. And that's in between being one of the foremost consultants in the space. So, Stevens calls BS on certain approaches to B2B we all better sit up and listen. Hear about the "fails" AND the best practices for what makes customers sit up and listen, too! Stevens went right from business school herself to TimeWarner's Book of the Month division, "thinking that I was joining one of the great book marketing companies in the world. I learned I was actually in one of the great direct marketing companies in the world." After seven years of getting schooled in DM she mastered B2B first at Ziff Davis then IBM, simultaneously writing columns as well as teaching others at night. In one example of her "no BS advice" articles, which appear everywhere from Biznology.com to HBR.org, Stevens says, "Don't Be a Jerk on LinkedIn", and advises sellers everywhere not to jump to the pitch. ("Building relationships on social media is hard. People get lazy and go straight to being the seller, and skip the personal establishment part. They're also just sorely tempted by how easy it is to just make a mass pitch using LinkedIn Sales Navigator.") And, heed Stevens when she notes: Today the ability of the salesperson to guide a purchase in their direction, but also to understand more deeply the needs of the buyer, has been eroded. So the marketer needs to step in and provide the educational content. This has driven the huge rise of B2B content marketing to allow that researcher better understanding of how to solve a problem or how your solution can be helpful, and to guide them toward calling you. Companies' approach to client retention is also in need of schooling: Another area where I see B2B companies failing, or sub-optimizing, is retention marketing and it just drives me crazy because this is where the bulk of profits arise. Most companies organize it to be the responsibility of someone called 'account management', which is an important function, but marketing is not being asked to support it. Stevens feels for the challenges faced by marketers and sellers these days in getting to know or reach know the buyer and ever-expanding buying groups -- especially in enterprise purchasing: Marketers need to try to replicate that old relationship building aspect by identifying the members of the buying circle and either find out through outbound calling, for example, or social listening, or infer what their agendas are, because each member of the buying circle usually has a different agenda, different need. And then try to serve those needs on a one-to-one basis. And despite all of our wonderful MarTech and data, it's really hard to do. That's also why events (especially virtual events) have taken on an even larger role -- as a place researchers can get their questions answered. So, Stevens points out, we need to be even more active at business events than before, and to create our own opportunities, webinars and meetings to build those now more elusive business and sales relationships. The trick there, as with everywhere, as you'll hear in this episode, is how one shows up at those events or in that content. No pants on a Zoom aside, business presence still needs panache and empathy. You'll hear many tips and lessons from "Professor Stevens" in this episode, including: How creative still needs to be about education, but in a context that captures attention and builds trust. How and why we stumble when we try to apply traditional consumer creative strategies to B2B and risk sounding "tinny or irrelevant" -- but why storytelling is still a "watchword" for B2B. Why it's wrong for the brand power to be measured by if it helps the salesperson get a meeting: "Asking marketers to base their entire value proposition to the firm on sales...
24 minutes | Aug 12, 2021
Jennifer Grimson On Building Wealth – and a Podcast
Jennifer Grimson was brand new to the podcast space when I met her two years ago at the last in-person Podcast Movement event. Fast forward and she became my spontaneous guest for Epi 34 of Insider Interviews discussing her approach to marketing the now successful Micro-Empires Podcast about her path to rebuilding wealth. And, since podcasting adds such a personal touch, she gives us insights about her very personal story from filing for Chapter 13 twice to being having million-dollar + in assets. Grimson explains how she taught herself to rebuild her wealth AND how to build a podcast starting at any point in your life. "I'm living proof of that story...I lost everything. No home, no job, no car, no money, no place to live, and two children to raise. That happened to me twice...and the second time I was 41 years old." Her A-Ha Moment: "I realized that if I wanted security and to build wealth, it wasn't just going to be through one thing," Grimson explained. "I was going to have to create little pockets, which I call 'empires'. And once I got started I was able to create $1.4 million in income producing assets in four years." Moving Past the Shame "The podcast came about because people kept asking me about how I'd done that; of course I'd kept my story a secret because I was so ashamed of it, like a lot of people who share my story. I wanted to share what I had done, but more importantly, sharing those tools and real steps for anybody to take, whether it's their mindset or literally taking steps to build wealth." Lessons Learned: "I think the first lesson is you don't abandon yourself, which is such a powerful thing. Think about it: I treat my friends and family better than I treat myself. I don't say things to other people that I say inside my head. And I think that's true all around. So finding a way, whether you believe it or not, whether you think you deserve it or not, of believing in yourself. ... I just had to put blinders on and move forward ... It's not actually rocket science. It might be hard. But it's not difficult to understand." After Grimson explained her three lessons of coming from nothing to financial resolution -- assess, ask, act -- she went on to explain how learning to be a podcaster -- or learning ANYTHING -- is to dive in. "You're going to jump in a pool with a bunch of people that are Olympic swimmers. And you're going to be in there with your floaties on just trying to keep your head above water, but there're two things that are going to happen: Number one, you cannot be in that environment and not learn. And number two, the experts are not going to let you drown. That's true about wealthy. That's true about everybody here at Podcast Movement. People who are successful, 99.9% of the time want to help." On Creating and Marketing a Podcast? Grimson did not have a media background: "I didn't even know how to plug in the microphone. I still struggle with that portion of it. But I've never really worried about that because there are those Olympic swimmers you can call. I'm never going to be the best at that. What I have to offer is my experience. So that's what I wanted to focus on. What I learned was that despite the fact that there's a million podcasts very few of them are actually successful and that they take work. They're not easy. You have to commit and be really thoughtful about who you're talking to." That is about the best lesson one can learn when diving in to podcasting. Does her story have a happy ending? You bet. Right down to her pro-hockey husband, Stu. But it's all because Grimson, who is fiercely independent, candid, and determined, keeps on swimming. Take a listen. We'll surface all kinds of tips and inspiration. And like she says, please leave a review for Insider Interviews! Footnotes: Follow Jennifer and MicroEmpires: linkedIn: https://www.linkedin.com/in/jennifer-grimson-7265bb8/
33 minutes | Jul 13, 2021
A Panel with Podcasting Over-Achievers: Desai, Washington, Wilson, Lantigua-Wilson – Epi 33
I had the good fortune of being asked by NATPE – the global trade association focused on the business of content, to help produce the first ever conference in the media/marketing industry dedicated to the topic of iterating IP from podcasting to TV and back again. What the heck does that mean? Well, it’s basically around how TV shows are turning into podcasts to find new audiences and podcasting content has turned into TV shows and films. Think Homeland, Dirty John, even Dirty Diana! So of course I made myself one of the moderators (oh, and a did a little co-hosting with actor Amy Hill (“Magnum, P.I.”)). But I wanted my panel to feel a little more like a podcast. So you’ll hear some mini-1:1s with major insights from Steve Wilson, Chief Strategy Officer of QCode Media, Shaleen Desai, SVP of Adult Series for Warner Brothers Animation and their Blue Ribbon Content podcast division, Juleyka Lantigua-Williams (yes, from my “bonus episode,”) of Lantigua-Williams & Co., and Glynn Washington, Host/Executive Producer of Snap Judgment Studios. There’s good news/bad news: This conference streams free on July 14, 2021. If you missed the full four hour event you’ll want to join NATPE and to play that - and their myriad other conference about the content business, on demand. The good news is that at least you can hear some of THIS panel right here. The bad news? The audio is lifted right off of the conference recording. So some of the quality of the sound might not be perfect, but the quality of the content is excellent. With that, hear why I called this a panel of over-achievers who will wow you with their accomplishments, and their insights. Lantigua-Williams: I am the founder of Lantigua-Williams & Co. We're an independent podcast and film studio, and we adopted the slogan erasing the margins earlier this year, after three years of thinking about what it is that we want to do in the world. And that seemed to fit. We try to tell stories that make it really complicated to put things and people in boxes. Washington: My name is Glynn Washington. I am the host of Snap Judgment and Snap Judgement Studios. We created the shows Spooked, Heaven's Gate and Snap Judgement. Wilson: I’m Steve Wilson. I'm chief strategy officer at QCode Media. We specialize in making original scripted fiction podcasts. We're really trying to tell new stories, with amazing creators and see them become the next wave of content that we all love in the world. Desai: I’m Shaleen Desai the senior vice president of Animation at Warner Brothers Animation. I also oversee our company's scripted podcasts initiative for Warner Media. Transcript: Moss: Steve, you spent 15 years at Apple, you're a font of knowledge. I think that you're probably putting that to good use at QCode, which is a relatively newer to the industry. So, I wanted to start with you so that you'd give us some building blocks. What inspired you to join QCode and skip retiring with the 'gold Apple watch'? Wilson: Well, I certainly did enjoy my time at Apple, working with partners in the content space. I did editorial and partner relations and marketing for apple podcasts for some time. In working with partners, always envisioned myself, going to the publisher side, having the opportunity to, not just be on the platform side, but really work with original stories and amazing partners. Got to work with everyone in the podcast industry, some incredible people, including the panelists here. And, as I looked across the industry, I was fascinated by what QCode was doing. The company that started about two years ago by a former agent named Rob Herting. And Rob had seen time and again how Hollywood can be risk-averse, and it can be challenging, to start new stories. QCode was founded to try to build new properties and audio experiences for people that the world had never heard before. And something I'd point out at the top is it's interesting in all the media that we consume how,
38 minutes | Jul 2, 2021
Bonus Epi – On ContentCast and Lantigua-Williams Redux!
It's been a busy couple of months for me in podcasting... so I didn't get to podcasting! Here's what I mean: This is a BONUS episode...actually a republication of Epi 12 featuring my interview with Juleyka Lantigua-Williams from exactly one year ago. She is a force to be reckoned with, a holder of two masters and embracer of two kids and a proud publisher of a show with 1 million downloads now. Yup, "Latina to Latina" just crossed the million listen mark this week. But there's more you can hear in my interview with her as part of CONTENTCAST next week! Whaat? Well, I've been busy with podcasting...and TV...in producing the first-ever conference about the intersection of those platforms as cross-over IP. That means a HECK of a lot of companies are turning popular podcasts into TV or film content and TV companies are expanding their shows into fan engagement podcasts. Trust me, it's all the rage. Want to hear it from the experts? Then register for free and catch this huge conference created by NATPE, the global content trade association, on July 14th, 2021: https://natpe.com/contentcast. Just look at the SPEAKERS tab! See what I mean? From Kevin Pollak to Glynn Washington...the heads of SiriusXM to Tegna to iHeartMedia to Triton Digital to...well, you get the picture. Did I mention I also corralled my friend Amy Hill into hosting?(And yes, you heard us chat around a year ago on my other podcast, "It's Quite A Living!" Keep your friends close....) So, that's why this is Epi 12 REDUX. What Juleyka had to say a year ago is still important and appropriate today...only the numbers have changed. (But there are also twice as many podcasts published now as there were then! Yup, we also have Edison Research and Nielsen sharing info at ContentCast. Thanks for listening...and learning... and I hope I see you at ContentCast!
35 minutes | Jun 17, 2021
Having Sway – Danielle Wiley on Influencer Marketing
In 2020, Danielle Wiley was included in the revered “Top 50” list by Talking Influence. And the agency she founded, Sway Group was selected by Chief Marketer as one of just three influencer agencies of the “2020 Chief Marketer 200”. So it's a safe bet that she has something to say about #influencermarketing. And that's what she did, in Epi 32 of Insider Interviews. I'd had the chance to experience Wiley's thoughts last year when she contributed to The Continuum, a publication about brand + demand marketing, which I'm privileged to edit. In that article she explained how to look at the KPIs of influencer marketing a little bit differently, and the varied ways to determine impact and engagement. We touched on that in this conversation, but a 30-minute conversation gives you a chance to understand much more -- not just about this food writer turned marketer, but things like how cause-marketing is another essential ingredient in influencing consumers. And these days, Sway has evolved to embrace that (and she shared case study examples) as well as digital advertising, both programmatic and paid social, and built what was a natural extension: a content studio. One of my favorite discoveries about Wiley (aside from learning about our common roots working at Food Network in the early days!) was that she was a baker and a cheesemonger at one point. I believe that takes the cake for eclectic pasts among my podcast guests. Her culinary chops have served her well, though, as she can name several brands in or around the category as clients, including Igloo, Coleman, and Domino's. If that didn't get you hungry to hear more, here's what else we discussed: Wiley's evolution from a baker and blogger to early stage expert in social media to our common ground in marketing chefs like Emeril as "c-hunks"! Her observation of the power of engagement with popular bloggers -- and the infusion of trust vs. the singular appeal of celebrity In its infancy influencers were treated more like journalists. Brands were just sending them product and expecting that they would get reviews out of it. That worked ...for a short period of time. ...Then they realized 'if we're just sending them a box of Mac & Cheese, we can't have control over messaging...'. And we started paying them. How the transition from providing product to bloggers to hiring them necessitated greater trust and authenticity in the influencer, and the path to creative content was laid How Sway itself evolved away from the "Hollywood agent" business model to be able to scale and replicate requests -- whether for moms of bedwetters or people who picnic with pizza How brands solve for the demand for content tonnage across multiple channels -- which sparked the birth of a content studio Why the most important step in the strategic brief is a deep dive into the brand's KPIs -- impressions? engagement? The big thing to remember is that as you increase in following the engagement rate goes down dramatically. What's a micro or a nano influencer and why does it matter -- and the various forms of sponsorship. (Hint: Feel free to sponsor THIS podcast just by buying me a coffee!) The shift from wanting to steer clear of influencers with a point of view, to actively seeking that out -- and how the GenZ demand for brand purpose has influenced how brands use influencers! Wiley explained the two initiatives Sway worked on for Stonyfield Farms, for example - tapping eco-conscious influencers and creating a cause-related corporate initiative We took a deeper dive into pro-social initiatives and examples, and the confluence of content channels. (Of course I mentioned the conference I'm producing about the intersection of television and podcasting for example!) And that led to a chat about why Wiley's family gets a little annoyed about her heavy podcast consumption habit! Find Danielle Wiley at: Twitter: https://twitter.com/danielle_sway
31 minutes | Jun 3, 2021
From Print to Podcasts and Back: Kathy Doyle of MacMillian
Kathy Doyle embodies the early bird that catches the worm. Early into her freshman year of college she aimed to give the commencement speech for her class in four years’ time. She got the honor -- and forty-eight hours later was offered her first job in media. Then, as you’ll hear her describe in this episode, Doyle was part of the earliest team building out The Wall Street Journal Online (yes, I sing the dial up tones for her). Then, being an early riser, she started to listen to podcasts well before Serial was even a thing. And guess what? She was an early-stage employee on the podcast team of Macmillan Publishing. The Macmillan division of morphed out of a prescient move to team up with Grammar Girl podcast phenom Mignon Fogarty – and quickly evolved into the Quick and Dirty Tips Network of short form helpful content. (Perhaps it’s fitting that Doyle’s career was launched with a speech.) Now, with the addition of a narrative network, their podcasts garner millions of monthly listens – and recently also scored an inaugural Ambie Award for their stunning show, Driving The Green Book. Macmillan is the only one of the “big five” publishers with its own podcast network. As Doyle says, “It’s been our vision to serve our authors the best way possible. And audio emerging the way that it did certainly created an opportunity for us to use podcasting as best advantage whether that's through an audio book excerpt or interviews or guest series...” In a media world where everyone is aiming to flow content cross platform it’s a surprising exclusive advantage. (As a matter of fact, we discuss the conference I’m producing for NATPE about the proliferation of TV brands leveraging podcasting, as well. Please register free to attend ContentCast on July 14th!) While she provided many serious business takeaways, we also learned how one phone call, and frequent dog walking, helped lead to Doyle’s career success, and of the drama of “dial-up days” during early-stage internet jobs. And you won’t believe what's got Doyle’s gobsmacked about podcasting these days (yes, I checked the spelling, Grammar Girl fans out there): the evolution of the host read ad. I know, I wasn’t expecting that answer either. But you’ll appreciate how she illustrates the issue with an example from a men’s underwear advertiser. In all seriousness, host read ads are a major topic in the business of podcasting as we balance the goal for perceived alignment with an influential personality with personalization enabled by companies like A Million Ads or Frequency. (Note: I’ll discuss the power of influencers in the upcoming Epi 32 with Danielle Wiley of Sway.) For Doyle, the learning was about balance: how to deliver a strong response while preserving the integrity of hosts and authors. But another balancing act is tied to revenue and the competition for ears and ad dollars. Another business consideration is discoverability. That’s where Doyle and team did a wide scale collaboration with Apple for the notable Driving the Green Book. Hear how they did, in fact, leverage cross-platform promotion in innovative ways – from reading lists to playlists. (Note: Hear show producer Juleyka Lantigua Williams on this from Episode 12 of Insider Interviews.) “I think it keeps a lot of us in this industry up at night. We talk about revenue diversification a lot. In fact, I just did a panel for Digital Hollywood on revenue diversification. ...You can't just rely on the ad model anymore. You have to find new ways -- like exploiting a podcast into a book or a film and TV. I think it's going to be fascinating to see how podcasters leverage new tools that are available now through Spotify and apple, which have been available through Stitcher and Luminary, to be strategic about your content and then finding ways to expand and enhance that through a premium subscription. I think three or four years ago, I would've said absolutely not,
17 minutes | May 20, 2021
Talking Business…and Podcasting…and Content! With Ken Kraetzer
For this quick but special episode of Insider Interviews I was in the guest seat! In highlights from my appearance on Ken Kraetzer's show, "Talking Business" for CBSI, Ken interviewed ME to get my recommendations about how businesses can get in to the world of podcasting, best ways to leverage social media -- and social audio -- and why it's key to create content across all platforms. You'll understand in just a few minutes how it all comes together for the show I'm producing for trade association, NATPE -- their first-ever conference on the intersection of TV and Podcasting! (I'm very proud of this project and working hard to create a chock-full of takeaways agenda for content creators, marketers and producers across both screens.) Ken also got a little bit of my life story -- at least my career path, as well as a story about the good-news/bad-news of tech, when I recently confused a "Zoom friend" with an "IRL" friend! You can catch the FULL VIDEO of my interview with Ken on YouTube where we also discuss social audio and social media best practices! https://www.youtube.com/watch?v=L6PU_IDU9iA&t=27s Here are some links to topics discussed: NATPE's July 14th "ContentCast" Conference David Berkowitz's Serial Marketers (Start with the newsletter. You'll thank me.) Erica Keswin on Rituals (Of course I'm going to point you to my podcast episode with her!) Susan McPherson's book, The Lost Art of Connecting And check out PodcastMovement (I'll be doing a virtual preso at the August event on B2B podcasting, but read their daily newsletter for great scoop. If you found this helpful, or liked any of my Insider Interviews episodes, feel free to "buy me a coffee!": https://buymeacoffee.com/mossappeal If I can help you connect YOUR podcast/tv/content dots, or just get started, please reach out to me at firstname.lastname@example.org Please follow on: Twitter: @mossappeal @InsiderIntervws IG: @insiderinterviews @mossappeal Facebook: InsiderInterviewsPodcast
42 minutes | Apr 22, 2021
The Rise and Rise of Bryan and Ryan: Podcast Entrepreneurs
Bryan Barletta of Sounds Profitable is known for being a guy that explains complicated podcasting ad-tech in a helpful, generous way. Ryan Rose of JoneKiri is an up-and-comer in the industry who has already made a mark by helping talent communicate across multiple platforms. Both started in podcasting. Both quit their day-jobs in podcasting mid-pandemic (!) to launch their own businesses. And both are succeeding wildly. In this conversation they discuss with host E.B. Moss everything from how advertisers can go beyond traditional podcast ad exposure and pricing, to the implications of a "cookie-less world" to the better mousetrap of content marketing cross screen*. These are smart young turks who share a lot of wisdom. We discuss: How Bryan went from McDonalds to History Major to a major force in the developer space before landing in podcasting...and starting Sounds Profitable Why this quote from his recent newsletter post sums up Bryan's mission...and value: When buyers have a hard time translating tools, metrics, and services between advertising channels we get friction, and friction prohibits more buyers from choosing podcast advertising as a viable channel. But that friction can be soothed with education. How slowing down to focus on that education in the business can help speed up revenue Why Megaphone, Advertisecast and Podcorn got snapped up... And why HotPod and PodNews are read voraciously... The imperative for diverse podcasters and the effort to support them by, e.g., former Insider Interviews guest, Juleyka Lantigua-Williams Our "surprise mystery guest", Ryan Rose makes his entrance and explains the what (and pronunciation!) of JoneKiri (hint: discipline and passion...) The opportunity for talent to help offer presence across podcasting + + +...all screens! Why a "cookie-less world" is not such a bad thing...especially in the podcasting world. (Guess who answered THAT one?!) Why Bryan thinks Ryan "fits into a category of people that I think are going to be the next and hottest things in the next two years in podcasting" and why Ryan thinks beyond the pre- or mid-roll, and in fact staked his current career on it The world beyond the CPM or CPA Why they think I'm great. (Kind of love that.) There's a lot more. These are smart guys. You'll want to listen. Again. And maybe again. You can find Bryan on Twitter and https://soundsprofitable.com/ And Ryan and JoneKiri are on LinkedIn If you found THESE tips valuable from Bryan and Ryan, I don't mind if you virtually tip ME, and "buy me a coffee"! ( https://www.buymeacoffee.com/mossappeal ). Please let me know if you have a topic or suggestion for a future episode on the business of media, marketing and advertising -- or need help creating or marketing your own B2B podcast! *Stay tuned for big news -- or ping me -- about an upcoming conference I'm coordinating on the intersection of podcasting and all OTHER content screens! Podcasts@mossappeal.com Please follow on: Twitter: @mossappeal @InsiderIntervws IG: @insiderinterviews @mossappeal Facebook: InsiderInterviewsPodcast PS: This episode publishes on #EarthDay2021, so please also check out Epi 28 for all the good that Sustainable Brands has been doing since 2006.
20 minutes | Apr 8, 2021
KoAnn on Building Sustainable Brands – Epi 28
KoAnn Skrzyniarz has been making a strong case for building Sustainable Brands in global conversations with some of the world’s biggest advertisers. It's all about the business value of environmental and social purpose. And the data is on her side. In time for Earth Month, or any time, in Epi 28 KoAnn (frequently known by just her first name) shares not just the "whys", but some recent “hows”: how sustainability has moved the needle for leading brands and how to be resilient in a “VUCA” world. A what? Listen; she'll explain, and we also discuss: The impetus for creating Sustainable Brands – and if its mission has changed more than 15 years later? What kind of changes has she seen in the brand and media marketplace in terms of embracing brand purpose "Twenty years ago it was not recognized that companies that understood how to innovate for environmental and social benefit were going to be the companies that survived and thrived in the 21st century." Is Corporate Social Responsibility (CSR) a good description? (Hint: KoAnn explains why it's more a "business opportunity" and why the ANA [Association of National Advertisers] uses he notion of ‘good growth’. ) How companies should integrate their brand marketers and strategists, the product and service positioning teams AND the sustainability/procurement/diversity teams Is our current focus on brand purpose just another trend? How does it compare to the green rush of the 2007 timeframe or rallying around Hurricane Katrina? Have companies evolved in their mission-driven work? The data supportive of sales driven by environmental and social value propositions; What kinds of brand transformation are happening -- and at which companies? How have companies like Clorox and P&G navigated the road to sustainability? And what is a Brand Transformation Roadmap? How has Sustainable Brands itself pivoted during the pandemic to salvage -- and even grow -- their world-class conferences in a VUCA world! (There it is again!) Additional Links: SB Brand Transformation RoadmapSM. Sustainable Brands global conferences P&G Planet KIND brand Clorox Company social responsibility Twitter: @KoAnn @SustainBrands @mossappeal @InsiderIntervws Insta: @SustainableBrands @InsiderInterviews Insider Interviews Facebook
42 minutes | Mar 25, 2021
Robyn Streisand, CEO, The Mixx: DEI as Key Marketing Ingredient
When Robyn Streisand went from the client side to her own marketing agency, The Mixx, the opportunity to certify as a woman-owned or LBGT-owned business did not exist. 25 years later, she has helped both brands as well as other agency owners to leverage DEI -- Diversity, Equity and Inclusion -- in media and marketing. Part of that help came about through her creation of Titanium Worldwide, billed as "the world’s first collective of certified-diverse independent agencies," to help make DEI more easily “front and center” for clients. Given today's times with its heightened sensibilities, she couldn't have been a better move if she'd had a crystal ball. After all, marketing comes down to “People... People Who Need People” to buy things... And embracing people of all stripes and varieties to drive business opportunities is what Streisand does flawlessly. For Episode 27 of Insider Interviews with E.B. Moss, hear what this marketing maven says about: The value of certifications -- for business owners to the brands who are seeking diverse suppliers -- from WBENC, which certifies businesses as woman-owned and operated, to NGLCC (the 'LBGT Chamber of Commerce'), to the NMSDC, which has the largest number of certified minority-run businesses; "Now I have a certificate that says I'm woman-owned or I'm gay owned and all of a sudden, it's a new day. It gave us an opportunity to register our company in these portals that help diverse suppliers get found [by Fortune 1000 companies.]” How the rise in both consumer demand and procurement department mandates that purpose be built into marketing created a bit of a COVID silver lining for The Mixx and Titanium Examples of brands embracing DEI -- and how the anniversary of Stonewall sparked the start of more and more inclusive marketing efforts around more and more groups How pressure from the streets is being matched by pressure from The Street -- Wall Street! The added pressure to recognize the power of Gen Z which "is coming like a bat outta hell!" The essential need to communicate authentic brand purpose "The benchmarks of success around purpose “must be front and center on brand websites: ‘We see you. We appreciate you. We embrace you. We stand for gender parity, transgender, equality'...all of it. Like, now's not the time to be living in Alabama.” Where brands are focusing their dollars -- or not Advice and caveats for the future, which include: “I think it's like ripping the band-aid off. You have to start somewhere. But this is a long game. This is about doing the right thing now for the long haul. Invest in diversity, equity and inclusion training programs. Invest in what matters to the broader audience. Talk to people in their voice, and be consistent and authentic about it. It's not about how much you do, it's that you do it, do it well, and do it consistently.” Why Streisand describes work around sustainability as the 2.0 of DEI. And don't miss the answer to the big question: Will I actually dare to sing to a member of the Streisand clan? Please listen, and follow anywhere you like to get your podcasts. And if your business needs help from THIS woman-run business, please reach out to email@example.com for help building a podcast for your business!
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