Brandwidth® Big Ideas on Small Business Marketing Dean Millson & Sam McEwin

In this episode we discuss: Why is so much marketing literature focussed on B2C? What does Jenny Raminuak has to say about B2B? Does the law of double jeopardy matter for B2B as much as it does for B2C? Benefits of long 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.)

In this episode, we discuss; 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?

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?

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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In 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?

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?