Anstice aCast - Candid Conversations on Modern Marketing
Sheenah Rogers-Pfeiffer and Marc Binkley
...more
All episodes
Best episodes
Top 10 Anstice aCast - Candid Conversations on Modern Marketing Episodes
Best episodes ranked by Goodpods Users most listened
Leading Agile Brands: How to Balance Short Term Results with Long Term Goals with Marty Neumeier
Anstice aCast - Candid Conversations on Modern Marketing
08/02/20 • 50 min
Host Marc Binkley talks with Marty Neumeier about how companies can create better balance between short term needs and long term goals. Marty is the Director of CEO branding at Liquid Agency, Founder and Parter of a branding masterclass certification program called Level C and author of 8 books including Zag, considered one of the 100 best business books of all time.
1:29 - Wicked Problems - balance short term results with long term goals
3:43 - The Problem with discounting
4:57 - Using strategy to compete
9:43 - How to stay focused on the future
13:16 - How purpose inspires the right kind of innovations
17:56 - Why design is so useful for brands
21:44 - Design thinking for innovation
24:33 - The new C-Suite
27:41 - Why Marketing Directors shouldn't manage branding
29:44 - Why brand training is important
33:21 - Agile Strategy & Swarming
43:24 - Developing Chief Branding Officer (CBO)
46:32 - How CEOs and CBOs can work together to run a company
08/02/20 • 50 min
Marketing Strategy from Article: Canada's fastest Growing Company | Duncan Blair
Anstice aCast - Candid Conversations on Modern Marketing
06/15/20 • 45 min
In today's episode of the a-Cast, host Marc Binkley interviews Duncan Blair, the Director of Marketing at Article, the Canadian ecommerce giant. Article is a direct to consumer (DTC) online furniture retailer and for the past two years has been the fastest growing company in Canada. Duncan leads over 40 people in marketing to support their sales growth which is currently over $100M in revenue.
Duncan began his career in New Zealand with an early stage TelCom startup. After moving to Canada, he worked on the agency side before becoming one of the first marketers at Article in early 2016. Since then, Duncan has had the opportunity to jump on the rocket ship that is Article and support the development of its brand and this new DTC business model.
In this interview, Duncan shares his thoughts on many of the pressing issues facing modern marketers. Listen to this podcast to hear more on topics like the difference between traditional retail and DTC business model, the importance of customer loyalty, the cost of customer acquisition, finding the right media mix, attribution modelling and how to measure marketing performance.
Time Stamps
4:00 - What is driving Article's Growth?
6:52 - Are the last mile delivery teams part of your marketing team?
8:39 - A story that highlights Article's branded customer experience
12:10 - What makes DTC so unique?
16:11 - DTC's unique opportunities compared to traditional retailers
19:00 - Unique risks with the DTC model
22:26 - Advantages with Digital Media
26:30 - How design thinking can influence customer experience
31:20 - Shifting the perception of marketing from an expense to an investment
36:00 - How to balance attribution models like ROAS with Lifetime Value
42:13 - Budgeting for eComm
06/15/20 • 45 min
Lessons in Business Strategy from Chinese eCommerce Giants with Chengyi Lin
Anstice aCast - Candid Conversations on Modern Marketing
04/20/20 • 37 min
Professor Chengyi Lin is a professor of strategy at INSEAD, one of the worlds leading business schools. Chengyi's work focuses on digital transformation and business innovation. Professor Lin’s research and consulting interest primarily focuses on the topics of digital transformation and innovation for global and multi-national organizations. His research and teaching explores the drivers of successful execution of companies’ digital strategy, the impact of corporate innovations and the effectiveness of strategic initiatives.
In this podcast, Professor Lin shares lessons and insights from the response by Chinese ecomm giants to the Covid-19 lockdown. We cover a lot of ground in this episode including the speed and scale of their response, how to balance effectiveness and efficiency, how to create innovative and resilient companies, where leaders can get innovative ideas from, how to use the gig economy to acquire new talent and capabilities and the importance of listening to customers.
Please leave a review, like or comment to let us know what you think of the show!
Time Stamps
2:00 - What makes China so interesting to study for businesses.
4:14 - How do these changes apply beyond the covid pandemic period?
6:52 - Is it fair to compare the Chinese ecomm response to Canada, US and UK?
11:10 - How can customer's online shopping experience improve during times of high risk for physical shopping?
13:23 - How businesses can take advantage of increased talent pool and gig economy.
17:16 - What can we learn from strategic pivots like JD.com's venture into to telehealth.
22:28 - How do leaders balance control with empowerment.
24:20 - Is efficiency helping or hurting innovation?
26:40 - Three ways that companies could use this covid environment to test & learn from new innovative ideas.
31:08 - How leaders can manage during this transformative period.
32:20 - Three ways that can help leaders develop a more resilient business.
References
HBR - In the face of lockdown, China's ecommerce giants deliver
HBR - Delivery Technology is Keeping Chinese Cities Afloat Through Coronavirus
INSEAD - 11 Leadership Guidelines for the Digital Age
INSEAD - A Sustainable Future for Food
Ali Baba
JD.Com
Tour of Ali Baba's Freshippo online grocery
BCG Growth Share Matrix
Captain David Marquet's Turn the Ship Around
04/20/20 • 37 min
Insights and Strategy on Leading Digital Transformation with Manoj Jasra
Anstice aCast - Candid Conversations on Modern Marketing
02/13/20 • 38 min
Welcome to the digital transformation edition of the a-Cast.
Today your host Marc Binkley interviews Manoj Jasra. Manoj is the CMO and CDO of Northland Properties which owns dozens of great brands including the NHL's Dallas Stars, Sandman Hotels, Chop Steakhouse, Revelstoke Mountain Resort and many others. Prior to joining Northland, Manoj was the VP of customer Experience at Shaw and the Head of Digital at WestJet. In addition, Manoj is very involved as a board advisor to several digital and AI companies.
Manoj is a pioneer in the digital marketing space with a rich history of modernizing businesses through digital strategies. In this interview, Manoj gives a fantastic definition about what digital transformation is and removes a lot of confusion about why it's important for any business. He makes a strong case why momentum is more important than perfection. Through three great stories from experiences leading digital transformation projects at Shaw, WestJet and now, Northland he shares powerful insights that any business leader can learn from. Finally, Manoj offers a checklist of 7 key considerations for anyone starting their next digital transformation project.
Please leave a review, like or comment to let us know what you think of the show!
Timestamps
1:24 - A short history of Manoj's career
8:04 - Defining digital transformation
9:58 - Momentum over perfection
13:57 - Digital Transformation Case Study #1 - The WestJet app
21:00 - Digital Transformation Case Study #2 - Shaw's tech stack
28:06 - Digital Transformation Case Study #3 - Planning Northland's transformation
32:34 - 7 tips for digital transformation
02/13/20 • 38 min
The Power of Word of Mouth Movements | Geno Church
Anstice aCast - Candid Conversations on Modern Marketing
01/31/20 • 67 min
In today's episode of the a-Cast, host Marc Binkley interviews Word of Mouth Marketing hall of fame inductee, Geno Church. Geno is the Captain of the creative consulting firm called The Shared Ship. The Shared Ship works with individuals and organizations to transform their internal community as well as build movements of external community advocates.
Prior to The Shared Ship, Geno was the Director of Discovery and Strategy at Brains on Fire. During that time he worked on a number of radically innovative projects and high profile clients to help connect brands and customers through word of mouth movements. Geno is in demand as a keynote speaker and author of two spectacular books called Brains on Fire and The Passion Conversation.
In this interview, Geno shares his thoughts on the power of truly connecting with people. Geno expands on several great topics like the difference between storytelling and advertising, why real life connection is better than online communities, the Fiskar's brand community he helped build, the connection between employees and external customers and how marketers can better incorporate the use of community in their marketing toolkit.
Listen to this podcast and let us know what you think!
Time Stamps
1:24 - How did you get to this point in your career?
17:00 - The big challenge facing marketers today
20:31 - The difference between an advertising guy and a story maker
26:37 - How brands can manage the perceived 'loss of control'
33:38 - The connection between employee and customer communities
40:28 - The difference between the bottom line and The Fight.
44:08 - Word of Mouth isn't just about social media
51:32 - Can you build a great brand without a great culture?
59:29 - Tips on starting your own movement
References
Brains on Fire company
First things First Manifesto
The Invisible Hook - The Hidden Economics of Pirates
WOMMA - Word of Mouth Marketing Association
01/31/20 • 67 min
Are you marketing for impressions or impact? with David Phillips
Anstice aCast - Candid Conversations on Modern Marketing
11/29/19 • 33 min
Shownotes
1:10 - the difference between impressions and impact
3:00 - the gap between media impressions and business impact
5:41 - the role of numbers in business
7:12 - why the point of data isn't data
8:43 - the difference between relevance and customization
12:26 - personalization is not the goal
15:01 - why content and context both matter
18:56 - why marketers need to care about ad placement
22:18 - the challenge of measuring impact
27:40 - why marketers are smartly driving into a ditch
References
IPA report - The Crisis in Creative Effectiveness
WARC - The Seven Deadly Sins in Advertising
David Phillips on LinkedIn
NLogic's Website
11/29/19 • 33 min
How to plan for your next content marketing shoot with Noah Fallis
Anstice aCast - Candid Conversations on Modern Marketing
10/14/19 • 22 min
If you’re like us, you want to get as many assets out of every photo and video shoot. That used to be an easy task when companies only needed couple of images for print ads and a 30 second commercial for TV. For decades the ‘MadMen’ mantra had ruled the shoot. The right (single) message, to the right people (your choice of TV, print, direct mail or OOH), the right number of times (the rule of thumb 3 frequency).
Today, a ‘simple’ shoot isn’t so simple. There is a lot to consider and to get it right, we need to spend more time than ever before in pre-production planning.
Let’s use a video campaign to illustrate this point. When the video is shot, we’ll need to think about how it will be optimized for 9x16 Instagram Stories, 4x5 Facebook newsfeed sound off environment, 16x9 skippable YouTube TruView ads and passive TV consumers. Take all the other supporting assets for Pinterest, Blogs, Vlogs, LinkedIn, email, etc. and I think you can see how complicated this can get.
So how do you turn a photo shoot into a content moment?
How do you get dozens or even hundreds of assets to fill your content marketing strategy?
Listen to your host and Anstice Digital Director Marc Binkley in this conversation with content strategist and producer Noah Fallis as they discuss dozens of questions like these. If you’re a Canadian and have been on the internet in the last 5 years, there’s a good chance you’ve seen Noah’s work. As the founder of Glean Content Agency, Noah and his incredible team have devised the content strategy and production for clients like SportChek, Canadian Tire, CTV and Honda to name a few.
Show Notes:
1:44 - Does the size of a company change the needs of their content requirements?
2:29 - what is content marketing?
4:01 - Are there different types of content for different purposes?
5:38 - How do you get the most out of a content moment?
7:41 - Is there one tip you can offer to people planning a content shoot?
9:13 - How do you choose a content producer?
11:34 - How do you keep your brand consistent across all content?
14:22 - How do you create content for each platform?
16:20 - How do you balance brand, content, audience and platform?
19:53 - Do all digital videos have to be short format?
10/14/19 • 22 min
Branded video content marketing featuring John Cameron
Anstice aCast - Candid Conversations on Modern Marketing
09/24/19 • 35 min
The growth of video content marketing has been explosive. A recent study from eMarketer reports that for the first time in history, time spent with digital video in 2019 has surpassed that of traditional TV viewing.
In addition, the engagement with video posts on Facebook are on average 59% higher than any other type of content on Facebook. Marketers like us don’t need convincing that video is an important tool.
Yet, when it comes to content marketing with video, there are many burning questions that we still wrestle with. Some of these may include:
How do you choose a video production service?
How do you start the process of producing a video?
How has technology changed the video content marketing industry?
Are cheap video content creators better?
Join our host and Anstice CEO Sheenah Rogers-Pfeiffer in this conversation with Emmy award winning video director and producer John Cameron to get insights to these questions. As the founder of Meta Productions, John and his talented team have won many awards and accolades for their impressive work with clients like ESPN, Zappos, Infiniti, Nicki Minaj, Ariana Grande, Tron Legacy and Game of Thrones.
Show Notes:
2:15 – Predicting the growth of video.
3:45 – how has the video industry changed?
5:38 – how to inform clients on the value of video
9:45 – how to start the process of building a video
13:15 – how to avoid problems with branded video content
23:49 – Are there similarities between a CardiB music video and a commercial ad?
26:10 – how to get the most out of your video content budget
32:25 – The evolution of video use on different channels
09/24/19 • 35 min
The Future of Customer Experience with Allan Klassen
Anstice aCast - Candid Conversations on Modern Marketing
08/14/19 • 34 min
On this episode of the A-Cast, host Sheenah Rogers-Pfeiffer sits down with Allan Klassen, Chief Customer Experience Officer at Brookfield Residential, to take a deep dive into customer experience and dissect how it is transforming organizational and brand success. They look critically at the real estate industry to evaluate what CX opportunities exist in the industry and how we can bridge the gap between the builder and customer journey. Where do we start? Allan states, “look in the mirror.”
About Allan Klassen
Allan brings over 35 years of experience in the housing industry to the CXO role, in which he is leading cultural transformation for one of North America’s leading home builders and developers. A passionate and driven leader, Allan lives by his personal philosophy: “live authentically, lead with a caring heart and serve others passionately.”
08/14/19 • 34 min
The Keys to Marketing Effectiveness with Dr. Grace Kite
Anstice aCast - Candid Conversations on Modern Marketing
01/14/21 • 46 min
Dr. Grace Kite helps brands measure and manage their marketing effectiveness and evaluate the impact of revenue. As the Founder of Gracious Economics, Grace and her team have helped hundreds of business leaders understand the right marketing mix by untangling the effectiveness of their growth levers including advertising, pricing, availability, and the economy. Grace has a PhD in Economics, is a regular contributor to Marketing Week magazine, is a technical judge for the IPA. Her client work has led to 10 IPA effectiveness awards and a Cannes Grand Prix.
You can reach Grace on LinkedIn here
0:45 – Introduction
1:50 – What is econometrics is and what do econometricians do?
3:25 – The difference between data science and econometrics.
5:10 – How an economist ended up in marketing.
9:00 – Why discounting and brand building both work
12:45 – When, in a brand’s life, should you start brand building
14:30 – Does all brand-building work?
16:35 – How brand-building works
19:45 – The importance of a media mix to improve ROI
23:14 – Are digital video ads as effective as traditional TV ads
25:35 – The two tasks of online ads
30:50 – The problem with last-click attribution
32:25 – How to think differently about digital ads
36:00 – Defining share of search and
39:50 - How brands can use Share of Search
42:40 – Where Share of Search fits in a customer’s path to purchase
01/14/21 • 46 min
Show more
Show more
FAQ
What is the most popular episode on Anstice aCast - Candid Conversations on Modern Marketing?
The episode title 'Leading Agile Brands: How to Balance Short Term Results with Long Term Goals with Marty Neumeier' is the most popular.
Show more FAQ
Show more FAQ
Comments
0.0
out of 5
No ratings yet