Podcast
The Marketing Minute
Hosted by Karl Boehm · EN
The Marketing Minute is a short-form story-driven podcast designed to provide value and industry insight—all in under ten minutes. In every episode, we bring on an expert guest to answer 3 questions: What’s your favorite story for marketers right now? What are the insights to be gained? Why do you do what it is you do? We focus on the most valuable content and nothing else. Brief. Brilliant. Helpful. Check us out, subscribe, and send feedback – we would love your thoughts and support!
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Episodes
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WealthEngine with Raj Khera on The Marketing Minute #4
Sep 24, 202000:04:18Tap to summarizeWelcome to the Marketing Minute! We’re a short-form story-driven podcast designed to provide value and industry insight—all in under ten minutes. Every episode, we invite an expert guest to answer three questions: What’s your favorite story for marketing communications professionals? What were the insights gained? Why do you do what you do? It’s all the value and nothing else. Succinct. Insightful. Actionable. Give us a listen, subscribe, and follow! 3-2-1. Done. Raj Khera EVP and Chief Marketing Officer, WealthEngine Raj is a former CEO & Co-founder of multiple software companies, two of which were acquired by public companies. At WealthEngine, he helps to create more value for customers through thought leadership and game-changing product enhancements. He is passionate about supporting higher education & cancer research and volunteers his time at the University of Maryland and local schools. Karl Boehm: Raj. What is your most insightful story for marketing communications professionals? Raj Khera: Well, I’ll give you an example of how you can use data to change the game. And so one of our clients is the Humane Society of the United States, Humane Society International. And one of the segments that they pursue is planned gifts. A planned gift is someone who leaves behind money in their will, in their trust, in their insurance plan that you become one of the beneficiaries. So the reason they do this is because planned gifts tend to be large amounts. And they found that their average planned gift from someone that they had not engaged with in the past was about $40,000. And they found that if they engage with that person and built a relationship, that gift changed from $40,000 to over $130,000. So they wanted to figure out who they should be engaging with and how many more people can they actually talk to, to start that relationship. The way they did it was they started with data they created a persona figured out who are the people that are giving money right now. And they find that the most the biggest givers are single females over age 65, I think is age 65 might be often that by few years who have a pet, and then other donors are single males, same age bracket who also have a pet. So starting with that, there’s a few more nuances but they dug deeper using insights from our tool WealthEngine, were able to create a very tight segment and then created ads on the post on Facebook of say, a woman in that age bracket petting her dog or something like that. And that started engaging people. But they placed those ads and targeted specific people who matched the profile. That’s where the data came from. That’s what they use artificial intelligence machine learning from our system to figure out who they should be targeting those ads to. Once they did that they started creating relationships with thousands of people who were their target market. The result? they generated $43 million in pipeline in 2019. Just from that campaign, huge ROI, huge ROI Karl Boehm: Really outstanding. What are the top insights derived from that story? Raj Khera: Well, the biggest thing is to use data to your benefit. segmentation, donor segmentation. customer segmentation is what it’s all about. There are tools out there right now that can help you do it. WealthEngine certainly one of the leading tools that can do that for you. Our clients include financial services firm, luxury brands, nonprofits, educational institutions, healthcare institutions, and they’re using the data that we provide to figure out who they should talk to, because that really enables you to focus on the most promising prospects and not somebody who’s just spinning your cycles, where you think they might be able to donate you think they might be able to buy, but they don’t really take action. Our data actually will show you a propensity score. So we give you a score from one to five, one being the highest of the likelihood that this person would donate, would engage, would spend. So those kinds of things, those kinds of data can really change, how efficient you are in your role. Karl Boehm: Love it. Okay. And why do you do what you do Raj? Raj Khera: I do it to help people like our mission at WealthEngine is to uplift humanity’s potential and that mission really resonates with me. And I, you know, I’ve been very fortunate my life to have built a few businesses and been successful with that. And so it really wanted to do something that helps humanity and this organization does that and does it in a big way because we find that when we help other people help their constituency, it helps humanity as a whole. That’s really important, especially in this time when we’ve got you know, the spring of 2020 everybody’s in lockdown with Coronavirus. You know, we all need to help each other and I think anything that people can do is really beneficial to help. So that’s why it resonates with me. That’s why I’m there. Hi, this is Raj Khera. I’m the Chief Marketing Officer at WealthEngine. Visit us at wealthengine.com and this is The Marketing Minute.
Transcribe →Sticky Branding with Jeremy Miller on The Marketing Minute #3
Aug 20, 202000:04:33Tap to summarizeWelcome to the Marketing Minute! We’re a short-form story-driven podcast designed to provide value and industry insight—all in under ten minutes. Every episode, we invite an expert guest to answer three questions: What’s your favorite story for marketing communications professionals? What were the insights gained? Why do you do what you do? It’s all the value and nothing else. Succinct. Insightful. Actionable. Give us a listen, subscribe, and follow! 3-2-1. Done. Transcription: Karl Boehm: All right. What is your most insightful story for marketing communicators? Jeremy Miller: Well, this is a bit of a personal story, I think the thing that we all have to recognize is you’ve got permission to change. When I was starting out, I actually started my career as a marketer working for my family’s business. And that first year I worked with my parents was probably the worst year of my entire career. And everything I did didn’t work, sales kept declining. And it got so bad at one point that we actually had that entire sales team including myself, cold calling, and I hate cold calling. It’s so gross. I wrote a book sticky branding afterwards, so that you would never have to do this, but that was that formative moment. I remember sitting down at the end of that first year with both of my parents and it was at the just after our Christmas party, actually I said, This is what it’s like to be in a family business. I can’t do this. I came back, I left a successful career to come and work here. And this last year was horrible. And my dad looked at me and he said, “You know, it’s not about the business you’ve built. It’s about the business you’re building. What are we going to build next?” And that was probably the best quote And I’ll repeat it. It’s not about the business you’ve built is about the business you’re building. What are you going to build next? And it was in that moment, that gave me permission to take a step back. And I started to study our customers, study our market, and study the industry as a whole. And what I realized is we didn’t have a sales problem, all the marketing tactics we were doing weren’t working because we had a branding problem. Our customers couldn’t distinguish us from anyone else. And when we realized that it gave us permission to change & I repositioned my family’s business and we changed the company name for Miller and Associates to Leap Job. We reposition the business. We built a marketing strategy that was so successful that we actually grew through the 2008 – 2009 recession when the rest of our industry was being pummeled. At the end of it all, I was able to sell that business in 2013, to do what I have now become passionate about, which is build brands. But it was that advice my dad gave me that just set the path forward for me at least. Karl: Great. Any other insights derived from that story? Jeremy: The key insight that I think really comes out of that story is we all have permission to change, especially when you look at right now we’ve just gone through this monumental event with Coronavirus, changing our entire world. And so as you have to adjust your value proposition, take the advice again, it’s not about the business you’ve built. It’s about the business you’re building. What are you going to build next? And when you look at that, you can actually be very present and helpful. And so right now What is needed more so than ever, is how do you be hyper relevant for your customers, whether they are going through the crisis or we’re way past this and we’re in a different place. It’s that relevance to constantly reinvent yourself that will always give you a way forward. Karl: All right. Why do you do what you do? Jeremy: Because I have permission to do it. And I’ve given myself permission to do this. I love helping businesses grow. I am an ideas person. I’m also a strategist and I have been able to architect Sticky Branding to play to those strengths. And I think I have if you look at all careers we’re squiggly, but the thing that gets me up every morning is to be able to help somebody else realize their dreams. I think branding is a choice that you choose to grow a Sticky Brand And you choose to make your brand something that people appreciate, and love and come back to again and again. And so if I can teach you how to do that, if I can show you the tools and provide you the process to get what’s in your mind down actually into your business, then that is to me the greatest reward of all. Karl: Yes. Okay. Who you are, where the audience can go to reach you? Jeremy: Okay. Well, my name is Jeremy Miller. I am the founder of sticky branding. I have written two books, Sticky Branding and Brand New Name. And the easiest way to find me is to just Google Sticky Branding. I’m on all the social networks at Sticky Branding or the website stickybranding.com. I’m Jeremy Miller and this is The Marketing Minute.
Transcribe →Benton Crane of the Harmon Bros on The Marketing Minute #2
Aug 5, 202000:04:51Tap to summarizeWelcome to the Marketing Minute! We’re a short-form story-driven podcast designed to provide value and industry insight—all in under ten minutes. Every episode, we invite an expert guest to answer three questions: What’s your favorite story for marketing communications professionals? What were the insights gained? Why do you do what you do? It’s all the value and nothing else. Succinct. Insightful. Actionable. Give us a listen, subscribe, and follow! 3-2-1. Done. Transcription: Karl: What’s your most insightful story for marketers? Benton: So one of our early campaigns was squatty potty. And of course now the squatty potty pooping unicorn is famous, and everyone’s seen it. And it’s, you know, kind of become a cultural phenomenon. People dress up as the unicorn for Halloween now, but it hasn’t always been that way. In fact, it started out as a stupid idea. And when we originally pitched that idea to squatty potty, every single person in their organization, except for one, thought it was a terrible idea and they said no. Two of the three original founders said no. The investors said, No. They even had an investor from Shark Tank who said no. Everyone thought it was a terrible idea. But, Bobby the CEO, he caught the vision of it. He saw it, he understood it, and even though no one else around him did, he gave us the green light. And he pushed forward and said, “Go for it.” At the time, we had no idea that he was going out on a limb and kind of putting his neck out there for this concept, but he gave us the green light. And we went and built this campaign. And I remember two days before it launched, I was talking to Bobby, and he was borderline sick, he was pale in the face like he was white. He was so scared for what was about to come. We’re like two days from launch. And he’s sitting here thinking to himself, what am I done? Like, I am, uh, I have this company we’ve got, you know, I think at the time they had, you know, $4 million per year in sales or something like that. So it’s already, you know, a successful company on you know, on a successful trajectory. So he’s like, I am about to put a freaking pooping unicorn on my brand, as the spokesperson of my company. Like, discuss Could be brand suicide, this could be the end of squatty potty, this could be the end of my tenure as CEO like that is the type of thing that he was facing in that moment. I remember he looked at me and he was like, Benton this has to work. Like it just has to work. I bet everything on this. I’ve even gone against my investors Council and best wishes to do this. And I remember that was the moment where I was like, geez, like, you could have told us this in the beginning. Like there. There’s nothing we can really do about it now other than just go live with it and and hope for the best. Karl: What are the insights that you were able to derive from that story? That’s a fantastic story. Benton: I think at the at the end of the day, Bobby trusted his gut. He caught the vision of it. And he knew that it was right. And he knew that it was work there that it would work. But he had to take the risk. He had to roll the dice and go for it. He had to do something bold and he had to ignore it. All of the naysayers and the detractors to move forward with it, you know, and of course now history shows like what a brilliant move it was, you know, me made millions and millions of dollars from from that campaign and it. You know, completely changed the trajectory of, of that brand. But at the time, that was a really scary, bold move for him and, and to this day, I just take my hat off to Bobby for having the courage to do something like that. Karl: Tremendous is that a bit like, trust your gut and make the leap? Benton: Yeah, I mean, when it comes to trusting our gut, we always have to, you know, look at the risks, look at the potential rewards, look at any data that’s available, and we bring all of those different inputs together to generate a decision, but at the end of the day, yeah, we we do have to take some risks in our decision making. If we’re not taking risks, then we’re not ever setting ourselves up for that. Big rewards. Karl: Love it. Okay, now, can you say who you are and what you do? Benton: I’m Benton crane CEO of Harmon brothers. I lead a team of brilliant storytellers who are the creative geniuses behind some of the most famous campaigns on the internet, including squatty potty, popery, chatbooks, purple mattresses, and many others. We’ve driven over $400 million in sales and over 1.5 billion views. Our mission is to share better stories and make the world a better place. I’m Benton crane and this is the marketing minute
Transcribe →The Marketing Minute Episode #1
Jul 21, 202000:02:07Tap to summarizeWelcome to the Marketing Minute! We’re a short-form story-driven podcast designed to provide value and industry insight—all in under ten minutes. Every episode, we invite an expert guest to answer three questions: What’s your favorite story for marketing communications professionals? What were the insights gained? Why do you do what you do? It’s all the value and nothing else. Succinct. Insightful. Actionable. Give us a listen, subscribe, and follow! 3-2-1. Done. When I was about 12 years old, my pediatrician found that I had ADHD. This was no surprise to my exhausted parents, and Ridellan was prescribed. I remember one of my friends snapped her fingers in front of me and said “Hey, Karl are you in there?“ I was there, and I was paying attention. “I see you snapping your fingers,“ I said, feeling like my personality had been pulled out of my body. It wasn’t a fun experience, but I learned to find solutions that met my needs. I still got distracted, of course. The difference was that I found my unique perspective lent itself to creating solutions that other people didn’t see. It’s allowed me to build several successful companies and grow hundreds of brands. The point is, I learned I had options: I didn’t have to accept what others believe were short-comings One prescribed solution isn’t always the right one Each of us has the power inside of us to overcome obstacles And seeing things differently, is a good thing. Sometimes, a very good thing. It’s been my lifelong passion to come up with creative solutions that serve people. I’m doing it now everyday through a digital marketing and media company, as well as by hosting this short-form show. On every episode, a subject matter expert delivers a relatable story, the insights to learn from that story, and why they do what they do, as I have just done in just a few minutes. It’s perfect for busy professionals with a modern attention span. I’m Karl Boehm, your host and guest for this episode. I’m the CEO and founder of Spiral Marketing, and this is the Marketing Minute.
Transcribe →Episode 40: Thinking Beyond the Logo in Brand Management with Justin Jones of KDG Advertising
Aug 31, 201800:49:07Tap to summarizehttps://www.youtube.com/watch?v=yLZxNk8ZBU0 Trust someone that trusts what you do. Just a few of the points you’ll learn in this episode: The differences between brands and logos What’s a transparent brand? What’s an authentic brand? Why you can actually lose money doing things yourself, instead of hiring professionals How easy it is to forget why you started a business in the first place When you’ve made yourself look bad, you’ve made your industry look bad. Brands Why it’s not bad to have a non-transparent brand (Coca Cola, McDonalds) What happens when you step out of the terms you’ve established? Some of the worst ways brands can degrade their company Why chasing huge numbers in social media can get you lost in a sea of nothingness Digital Marketing Why treating your big and smaller clients with equal attention has a positive effect on the industry as a whole Why motivational maxims are not going to take you to maximum success The value in not seeking fame and acclaim Do you really need 100 creatives? 500 followers who actually like your product will grow your business more than 500, 000 fake followers. Where to learn more and reach Justin: KDGA.net
Transcribe →Episode 39: Navigating the BlockChain with Josh Halferty and Xander Yi of CryptoCurve
Jul 31, 201800:45:06Tap to summarizehttps://www.youtube.com/watch?v=lEyarDJIn6Q I’m still amazed at what we’re trying to do, doesn’t already exist. Just a few of the points you’ll learn in this episode: The social aspect of cryptocurrency What makes blockchain technology have more permanence than other decentralized services? What is the “hole” in the cryptocurrency space? What is the Curve Wallet? If you don’t have a product for the everyday consumer, what does it mean? Why is it there? Entrepreneurs The importance of bridging the gap between technical innovations and ease-of-use consumer friendly services Why it’s a great time to invest in cryptocurrency technologies What’s attracting very experienced professionals to this new “wild wild west” market? Why blockchain is becoming rapidly popular on a global scale Marketing Why blockchain is similar to the beginning of the iPhone Finding ourselves at a tipping point, how do we leverage this technology for the greater good? How blockchain is providing financial access to the world (echoing internet infancy) What are the ramifications of permanent history that organically grows itself? We are so passionate about what blockchain and cryptocurrencies are going to do for the world that it’s a mission worth chasing. Where to learn more and reach CryptoCurve: Telegram Cryptocurve.io Some of CryptoCurve’s favorite publications: r/cryptocurrency
Transcribe →Episode 25: Mastering Crowdfunding with Brandon T. Adams
Aug 31, 201600:48:00Tap to summarizeBrandon T Adams is an Inventor, Entrepreneur, Author, and Podcast Host of University of Young Entrepreneurs. Having Invented Arctic Stick, and buying a tri-state Ice distributorship at just 22 years old, he recognized the main obstacles of getting started–lack of Funds and Resources. Brandon launched the University of Young Entrepreneurs to help support other entrepreneurs and assist them with getting their ideas Funded. Regularly, Brandon appears on TV across the country promoting crowdfunding campaigns to the masses! Anything is possible. All the work that you do now can affect you for years to come. If you want something bad enough—focus on it, consume your mind with it, and put in the steps necessary to make it happen. Just a few of the points you’ll learn in this episode: Why setting a specific goal is key to a successful campaign How to build potential backers prior to campaign launch How to manage a dedicated Ambassador Program How to set (crucial) campaign timing How to be personally involved as a leader in promoting the campaign Work with a team with expertise in relevant areas Make sure people will see where their money is going   Types of Crowdfunding: Equity crowdfunding Reward based crowdfunding   Links:http://brandontadams.comSnapchat: btadams18
Transcribe →Episode 24: Integrating Your Brand into a National Dialogue
Jul 13, 201600:34:17Tap to summarizeSCOTT WILLIAMS CHIEF OPERATING OFFICER AND SENIOR VICE PRESIDENT, SALES AND MARKETING, NEWSEUM Scott Williams is a museum and attractions executive with proven success in the museum, tourism and entertainment industries. Scott earned his degree in journalism from the University of Memphis. He then held sales, marketing and advertising positions at several advertising agencies, ServiceMaster Corp., Baptist Memorial Health Care and, most recently, Elvis Presley Enterprises, Inc. He currently serves as president on the board of the D.C. Chapter of the American Advertising Federation and on the board of The Historical Society of Washington D.C. He recently published a book, “The Forgotten Adventures of Richard Halliburton,” with History Press. I treat everybody that I work with the way I would want to be treated -Scott Williams What you will learn: How to: Authentically insert your Brand Message into a National Dialogue Think through appropriate trends Respond with a small team Plan way in advance Furthering your message The Five Freedoms of the First Amendment: Speech Petitions Press Religion Assembly Notes from Scott: DEAF FILM CAMP PERFORMANCE A HUGE HIT AT NEWSEUM Campers and staff from Deaf Film Camp at upstate New York’s Camp Mark Seven gave a live performance of their recent hit video – an ASL version of Pharrell Williams’s song “Happy” – at the Newseum Oct. 19 in front of an enthusiastic crowd of museum visitors. The video quickly became an Internet sensation when it first appeared on YouTube, and on the day of the Newseum performance, it surpassed 1,000,000 views. https://www.youtube.com/watch?v=H3KSKS3TTbc #WITHOUTNEWS On June 6, for only the second time in the Newseum’s eight–year history on Pennsylvania Avenue, no newspapers were displayed in the Today’s Front Pages exhibit outside the building on Pennsylvania Avenue, inside the Newseum or online at newseum.org. In their place were blacked–out pages featuring the hashtag #WithoutNews, part of a campaign to raise awareness of the threats to journalists around the world. NEWSEUM BANNERS SPOTLIGHT HUMAN RIGHTS ABUSES IN CHINA The prominent displays on the front of the Newseum are one element of “Freedom Week,” a six-day series of programs and panel discussions covering a range of international issues from religious persecution to the wrongful imprisonment of journalists. The banners were illustrated by a Chinese calligrapher and include slogans such as “Release Human Rights Defenders in China,” “Long Live Freedom, Long Live Democracy,” “Lift Restrictions, Free the Press,” and “Chinese Government Should Respect Human Rights.” The museum, which works to champion the five freedoms of the First Amendment, is a popular destination prominently located halfway between the U.S. Capitol and the White House, where President Xi will attend a state dinner on Sept. 25, 2015. Links Referenced: https://newseumed.org/ http://www.newseum.org/withoutnews/ Where to learn more and reach Scott: http://www.newseum.org/about/officers/scott-williams/ https://www.linkedin.com/in/scott-williams-673b6620 swilliams@newseum.org
Transcribe →Episode 22: a New Spin on Communications Agencies with Lee Schneider of Red Cup
Apr 19, 201600:37:44Tap to summarizeLee Schneider, Founder of Red Cup Agency, Author, former Executive Producer The idea of the unknown is scary to people but I find it interesting. About Red Cup Agency: Red cup is a communications agency that builds networks of users, customers, and influence around entrepreneurial ventures and startups. The company specializes in growing network contacts by working at the intersection of social media, traditional PR, and advertising. Red Cup manages data driven business, intelligence projects, and advertising campaigns on Facebook as well as advertising campaigns on Twitter. It’s a really interesting time to live as a media maker. There are more opportunities than ever before. There are more opportunities to succeed and to fail than ever before but it’s certainly an exciting time. Before getting started in the Communications Industry: Be ready to pivot. Be ready to change because it’s always changing. Try to learn as much as you can and be prepared to be wrong. Change according to what the client needs and according to what’s out there.   Tips for Marketers: Get comfortable with what works but always be prepared to change. Recognize what works by clean metrics. So for marketers for anyone doing business, thinking about leveraging networks, really look at what works well and don’t try to be good at everything all the time.   Tools: Followerwonk Mention   Automated Email Systems: MailChimp eMMa Reply App   Micro Podcast Platform: Anchor   Storytelling: Storify Snapchat   Learn more and reach Lee at: http://redcupagency.com/ https://medium.com/@docuguy https://twitter.com/docuguy https://www.linkedin.com/in/docuguy
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