Brandwidth

Ep 24: Do Loyalty Programs Work?

In this episode we discuss:
  • Do loyalty programs improve loyalty?
  • Can loyalty programs increase growth?
  • What is the impact of loyalty programs on overall profitability?
  • What are the 4 types of buyers we should think about when it comes to buyer loyalty?
  • Which loyalty programs do work?
  • What models might be worth considering when it comes to loyalty programs?
  • And does Professor Byron Sharp listen to the Brandwidth podcast?

Resources Mentioned

Prof. Byron Sharp – How Brands Grow – https://www.amazon.com.au/How-Brands-Grow-What-Marketers/dp/0195573560

Marketer and Consumer agree to marriage counselling Video – https://www.linkedin.com/posts/markritson_marketer-and-consumer-agree-to-marriage-counselling-activity-6869769127054180352-8dWp

 

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Ep 23: Is the 95:5 rule the new 60:40 for B2B?

In this episode we discuss:
  • What is the 95:5 rule for B2B brands?
  • Why it should really be the 5:95 rule
  • Is B2B marketing really any different to B2C?
  • Where can your future B2B decision-maker be found today?
  • What Dean catching a train has to do with B2B brand building

As promised in the show, the number of carwashes per day in Australia is approx. – 450,000 – that’s 164.25M a year! (This is based on 3,000 car wash sites around Australia (source: Carwash.com) doing 200 a day on average. We know of a few of sites here in Australia that average 400 cars a day)

Resources Mentioned

B2B Institute – How B2B Brands Grow – https://business.linkedin.com/marketing-solutions/b2b-institute/how-b2b-brands-grow

 

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Ep 22: How to build a B2B brand and the problem with LinkedIn Ads

In this episode we discuss:
  • Why is so much marketing literature focussed on B2C

  • What does Jenni Romaniuk have to say about B2B?

  • Does the law of double jeopardy matter for B2B as much as it does for B2C?

  • Benefits of ling term brand building for B2B businesses

  • Priming a buyer for your B2B brand

  • In market buyers vs out of market buyers.

  • How and where should we advertise for B2B?

  • Is LinkedIn a dog?

  • Social media usage statistics and why they matter.

  • The biggest LinkedIn understatement of the year so far. You heard it here, second.

  • Why Facebook may be a better place for your B2B ad than LinkedIn

  • The truth about display advertising

  • Could Microsoft display network be better aligned to B2B advertising than the Google Display Network

  • Are people who are in business still people and should we treat them as such?

  • Do CEO’s watch Lego Wars?

  • 3 ways to use LinkedIn for B2B (2 of which work.)

Resources Mentioned

Michaela Jefferson – Customer acquisition is the only viable growth strategy in B2B, says Ehrenberg-Bass’s Romaniuk – https://www.marketingweek.com/customer-acquisition-growth-strategy-b2b/

 Peter Weinberg & Jon Lombardo – Why B2B marketers need to bet big on ‘The Big Long’ – https://www.marketingweek.com/b2b-marketers-bet-big-long/

The B2b Institute https://business.linkedin.com/marketing-solutions/b2b-institute

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Ep 21: What is the leading brand of politics in Australia?

In this episode we discuss:
  • Why you don’t mess with social media influencers on social media.
  • If not sales, what should marketing be ultimately measured by?
  • What is the leading brand of politics in Australia?
  • What really is “the Murdoch press” anyway?
  • Is news media a product and if so, should they tailor that product to fit a particular market?
  • Is politics the one true case where brand purpose makes actual sense?

Resources Mentioned

Prof. Byron Sharp – How Brands Grow – https://www.amazon.com.au/How-Brands-Grow-What-Marketers/dp/0195573560

Dee Madigan – The Hard Sell: The tricks of political advertising – https://www.amazon.com.au/Hard-Sell-Dee-Madigan/dp/0522866301/ref=sr_1_1

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Ep 20: The 5 Best Digital Channels (that are not Facebook or Google)

In this episode we discuss:
  • The scary fact that 60% of digital advertising spend is spent with just two companies, Facebook & Google.
  • How did Google ads evolve and why are they now dominated by big brands?
  • Are we now seeing a golden age for new digital channels?
  • What are the top 5 digital channels which are not owned by Facebook or Google?

Resources Mentioned

Taboola – https://advertise.taboola.com/drive_traffic

Outbrain – https://www.outbrain.com/

Digital Out of Homehttps://iabaustralia.com.au/resource/dooh-buyers-guide/

Petrol Station Adshttp://valmorganoutdoor.com/on-the-go/

Amazon Ads – https://advertising.amazon.com/

Ebay Ads – https://www.ebayads.com/ad-solutions/ad-formats/

Spotify Ads – https://ads.spotify.com/en-AU/

Catch Up TV Advertising – https://iabaustralia.com.au/programmatic-tv-and-digital-campaigns/


 

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Ep 19: Can you be strategic about word of mouth?

In this episode we discuss:
  • Word of mouth is always seen as important, but why aren’t we more strategic about it?
  • What is a Talk Trigger?
  • What’s the difference between a USP and a Talk Trigger?

Types of Talk Triggers – Talkable Empathy, Talkable Usefulness, Talkable Generosity, Talkable Speed, Talkable Attitude

Talk Trigger Criteria – Be Remarkable, Be Relevant, Be Reasonable, Be Repeatable

Resources Mentioned

Skip’s Kitchen https://www.cbc.ca/radio/undertheinfluence/how-a-deck-of-cards-earns-one-restaurant-lineups-out-the-door-1.5103238

Five Guys Fries https://www.mashed.com/228032/why-five-guys-always-gives-you-so-many-extra-fries/

Penn & Teller https://www.latimes.com/travel/deals/la-tr-vegas-penn-teller-free-20160712-snap-story.html

Air NZ Sky Couch https://www.airnewzealand.com.au/economy-skycouch

Umpqua Bank https://www.businessinsider.com.au/umpqua-bank-offers-customers-direct-access-to-its-ceo-from-its-stores-2012-2

Holiday World & Splashin’ Safari https://www.holidayworld.com/holiblog/2000/10/21/holiday-worlds-free-drinks-wins-international-award/

Dr. Snip http://www.finkbuilt.com/blog/vasectomy-clinic-pocket-snips/

 

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Ep 18: Measuring & Leveraging Cognitive Biases for Fun & Profit – The Messy Middle Pt 2

In this episode we discuss:
  • The impact of cognitive biases on purchasing decisions
  • What exactly are category heuristics and why do they matter?
  • Experts vs Acquaintances who do consumers really pay attention to?
  • Why 2 for 1 is better than 50% off, every time
  • Stacking biases and other fun games for marketers
  • Brand preference fragility, another dagger in the heart for poor old brand loyalty theory?
  • Consumers don’t know why they purchase what they purchase and neither do you.
  • Why exactly does Sam need three TVs anyway, and who the hell is Hisense?

Resources Mentioned

Google and the Behavioural Architects – Decoding Decisions: The Messy Middle of Purchase Behaviour – https://www.thinkwithgoogle.com/_qs/documents/9998/Decoding_Decisions_The_Messy_Middle_of_Purchase_Behavior.pdf

Matt Johnson, PhD & Prince Ghuman – Insights into the Psychology of Decision-Making from a Split-Brain Mind – https://www.popneuro.com/neuromarketing-blog/psychology-decision-making-split-brain-mind-choices-motivation

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Ep 17: The Job to be Done

In this episode we discuss:
  • What job are we ‘hiring’ the products we purchase to perform?
  • The surprising truth behind milkshake purchasing behaviour
  • A better question to ask consumers than “why” they purchased something
  • Are two jobs to be done better than one?
  • Why you should talk to your customers instead of talking about yourself
  • Does something need to be ugly to be believably functional?

Resources Mentioned

Clayton M. Christensen, Scott Cook, and Taddy Hall – Marketing Malpractice: The Cause and the Cure – https://hbr.org/2005/12/marketing-malpractice-the-cause-and-the-cure

Clayton M. Christensen, Taddy Hall, Karen Dillon, and David S. Duncan – Know Your Customers’ “Jobs to Be Done” – https://hbr.org/2016/09/know-your-customers-jobs-to-be-done

Clay Christensen – The “Job” of a McDonald’s Milkshake – https://www.youtube.com/watch?v=Stc0beAxavY

Brand Deckhttps://branding.cards/

Trigger Cardshttps://www.trytriggers.com/shop/ideation-cards-for-brand-strategy

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Ep 16: B2B Brand Strategy: Are the rules different?

In this episode we discuss:
  • Branding in the B2B space compared to B2C
  • B2B brand strategy is important as an internal driver of organisations
  • How are B2B brands built vs B2C brands
  • The important role of people in B2B brands
  • The role of brand purpose in B2B
  • Marketing mix and effectiveness in B2B brands
  • B2B targeting 
  • ‘Emotion’ in B2B marketing
  • Influencing behaviour 

Resources Mentioned

Prof. Byron Sharp – How Brands Grow – https://www.amazon.com.au/How-Brands-Grow-What-Marketers/dp/0195573560

Binet & Field – The Long & the Short of It – https://www.amazon.com.au/Long-Short-Balancing-Long-Term-Strategies/dp/085294134X

Julian Cole & Mark Pollard – Live Action Strategy (Dos Toros) – https://docs.google.com/presentation/d/1vH4jnBYJNPfVQnXgydTP0ks67ITBbFUUb5nPlpR8xGU/edit?usp=sharing

 

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Ep 15: The Messy Middle of Purchase Behaviour

In this episode we discuss:
  • The evolution of consumer buyer journey frameworks
  • Initial consideration vs active evaluation
  • The latest research into active evaluation
  • What exactly is the ‘messy middle’
  • Exploration and evaluation loops
  • The power of purchasing triggers
  • Is purchase abandonment a bigger issue than cart abandonment?
  • Behavioural biases raise their head again

Resources Mentioned

Decoding Decisions: The Messy Middle of Purchase Behaviourhttps://www.thinkwithgoogle.com/_qs/documents/9998/Decoding_Decisions_The_Messy_Middle_of_Purchase_Behavior.pdf 

MickInsey & Company – The Consumer Journey – https://www.mckinsey.com/business-functions/marketing-and-sales/our-insights/the-consumer-decision-journey

Think with Google – Decoding how consumers make purchase decisions – https://www.thinkwithgoogle.com/intl/en-aunz/consumer-insights/consumer-journey/decoding-how-consumers-make-purchase-decisions/

Rory Sutherland – Alchemy: The surprising power of ideas that don’t make sense – https://www.amazon.com.au/Alchemy-Surprising-Power-Ideas-Sense-ebook/dp/B01F1HOAWA

22 Immutable Laws of Branding – Trout & Reis – https://www.amazon.com.au/22-Immutable-Laws-Marketing-Violate/dp/0887306667

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