Episode 55 / Five Guys / Fátima Diez /International Brand and Comms Manager

06/07/19 • 43 min

“I make people want burgers” - this quote comes from Fátima Diez International Brand and Comms Manager at Five Guys this week on the Shiny New Object podcast.

Fátima tells us that Five Guys’ marketing relies on listening to their audience and serving their needs in store and in social. Besides a PR retainer for their agency to act as a press office they don’t spend money on marketing, paid media or vouchering. In Fatima’s words they “grow genuine love instead of paying people to love us.” This sounds like the utopian vision that social media agencies sold to brands ten years ago but such hippie ideals were lost to an ad-funded facebook who demanded investment for their impressions.

;]Fátima Diez dreamed of becoming a translator in the European parliament but we’re lucky she ended up in marketing instead. As one of The Drum’s '50 under 30' I got the real sense I was talking to a future leader of the industry. She’s articulate, funny and smart and describes herself as “an idea and concept-driven person who has learned to speak in numbers”. She tells me “make sure you learn the language of the person you want to convince...look at how people are measuring their own success.”

She warns her peers not to get sucked into buzzwords such as ‘purpose marketing’ confessing that Five Guys are “not challenging society...we are trying to make the best burgers and fries for each person.” This may be unconventional but Five Guys are opening a new store every week which is good work for “a very anti-marketing business.”

“Brands need to focus on improving consumers lives and make their experiences better. Listen to the customers, take their priorities onboard - your business will grow and you’ll feel better because you are doing good in the world.” In a world of shiny new objects, it’s easy for us to forget this important truth but Fátima is here to remind us.

This podcast is sponsored by, Khoros. Khoros was very recently born after the coming together of Spredfast and Lithium. Khoros is a technology software company that has over 15 years of leadership in marketing, care, and communities. And Khoros now offers one platform that unites marketing and care and helps brands create customers for life.

https://khoros.com/

Subscribe to the Shiny New Object podcast on Apple Podcasts here

https://podcasts.apple.com/gb/podcast/shiny-new-object/id1369215474?mt=2

Listen to the Shiny New Object podcast on Spotify here - https://open.spotify.com/show/03SUtq4qPFOhz0MYTAdOTX?si=1LLDVPy3Tp-o435EwVBwIw

Read a full write up of the podcast here - https://automatedcreative.net/podcasts/

Tom Ollerton twitter - https://twitter.com/mrtomollerton

Tom Ollerton Linkedin - https://www.linkedin.com/in/tomollerton/

“I make people want burgers” - this quote comes from Fátima Diez International Brand and Comms Manager at Five Guys this week on the Shiny New Object podcast.

https://khoros.com/

Subscribe to the Shiny New Object podcast on Apple Podcasts here

https://podcasts.apple.com/gb/podcast/shiny-new-object/id1369215474?mt=2

Listen to the Shiny New Object podcast on Spotify here - https://open.spotify.com/show/03SUtq4qPFOhz0MYTAdOTX?si=1LLDVPy3Tp-o435EwVBwIw

Read a full write up of the podcast here - https://automatedcreative.net/podcasts/

Tom Ollerton twitter - https://twitter.com/mrtomollerton

Tom Ollerton Linkedin - https://www.linkedin.com/in/tomollerton/

Previous Episode

Episode 54 / Digital Analytics Association / Jim Sterne / Director Emeritus

Jim describes himself as a “professional explainer” and there’s evidence to believe this might be true. He sold personal computers in the 70’s, business computers in the 80’s, championed the internet in the 90’s and set up the Digital Analytics Association in the 00s. And he’s managed to crank out 12 books in that time. His most recent is ‘Artificial Intelligence in Marketing.’

He “wants to be remembered as someone who knew what was coming.” Jim’s current ‘shiny new object’ is SOLID. This is a technology being spearheaded by Tim Berners (via Inrupt.com) that gives users back control of their data. This tech he explains “is not ready for prime time” but when/if it works it will keep all of our own data about our health, location, preferences, passport, insurance and social etc in one place. We will then give different businesses different access to our data at different times. This will provide the foundation for our smart assistants like Alexa to purchase things and organise our lives without our input.

This is an exciting glimpse at what the future of the world and our industry might be.

This episode was sponsored by the wonderful people at https://khoros.com

Subscribe to the Shiny New Object podcast on Apple Podcasts here

https://podcasts.apple.com/gb/podcast/shiny-new-object/id1369215474?mt=2

Listen to the Shiny New Object podcast on Spotify here - https://open.spotify.com/show/03SUtq4qPFOhz0MYTAdOTX

Read a full write up of the podcast here - https://automatedcreative.net/podcasts/

Tom Ollerton twitter - https://twitter.com/mrtomollerton

Tom Ollerton Linkedin - https://www.linkedin.com/in/tomollerton/

Next Episode

Episode 56 / Google / Wally Brill / Head Of Conversation Design Advocacy & Education

“I create personalities for the computers that people talk to” This quote comes from Wally Brill, Google’s Head of Conversation Design Advocacy & Education this week on the Shiny New Object Podcast. In this conversation, he takes us on a journey from being a record producer to an interactive opera composer and how he ended up leading Voice design for Google.

Wally points out that being able to have a conversation does not give you the qualification to teach a computer how to speak. There’s a “deeper layer” to conversation which we don’t always notice. For example, when we talk to each other we use “micro-expressions” which act as conversational cues and indicate our underlying emotions. But Voice assistants can’t see these micro-expressions. It’s like Google Home or Alexa only ever talk to you with their eyes closed. Wally’s job is to design human-like conversations for Google Assistant even though they don’t see and speak as we do. We aren’t born with the ability to read a room, we learn it from experience, which is why we have to teach it to computers. Wally goes deep into his craft explaining the importance of ‘Prosody’ which “is the melody of speech.” This melody is nuanced and not clear to everyone which is why there’s an abundance of ex-music professionals working in Voice User Experience design.

Wally’s Shiny New Object is Text-to-Speech. Midway through 2018 Google presented their ‘Duplex’ project. An AI function which talks over the phone like a human on your behalf and enables you to make dinner reservations without you actually speaking to someone. This demonstrates Wally’s stance that speech is the easiest interface to use. Learning how to use a computer is difficult - talking isn’t. His belief is that eventually, Voice will be sophisticated enough to understand all of the nuances in language. This will result in a seamless experience.

In a heated debate, Wally and Tom discuss the ways in which these advancements in Text-to-Speech will help people in real need. Voice Tech should be solving issues that affect people who can’t afford or don’t have access to smart speakers. Wally tells us that Text-to-Speech is helping illiterate people communicate and consume information through their mobiles giving them access to the internet in a way that wasn’t possible before. This could make a tangible difference to the lives of millions of people. Not just those ordering a Frappuccino on UberEats who would like it to be just a tad easier.

You can hear more from Wally in person at the brilliant www.madfestlondon.com/picnic on the 10th of July.

This podcast is sponsored by, Khoros.com. Khoros was very recently born after the coming together of Spredfast and Lithium. Khoros is a technology software company that has over 15 years of leadership in marketing, care, and communities. And Khoros now offers one platform that unites marketing and care and helps brands create customers for life.

A big thank you to pavegen.com/ for providing the venue for this podcast. Pavegen are a UK energy and data firm who are working on converting footfall into energy that is stored off-grid.

Written by Jack Mitchell

Subscribe to the Shiny New Object podcast on Apple Podcasts here -

https://podcasts.apple.com/gb/podcast/shiny-new-object/id1369215474?mt=2

Listen to the Shiny New Object podcast on Spotify here - https://open.spotify.com/show/03SUtq4qPFOhz0MYTAdOTX?si=1LLDVPy3Tp-o435EwVBwIw