Learn about marketing from your host Andrew Veitch who's recruited over 1 million e-commerce customers and hear guests from brilliant stores and marketing experts.
Lisa Creaven explains how she used influence marketing and social to build Spotlight Oral Care
Lisa Creaven and her sister were both dentists in Ireland. They decided to launch Spotlight Oral Care bring consumer dental products up to date. They have built a brilliant business which quadrupled its turnover last year by challenging their giant competitors with a position as a beauty brand for teeth.
She shares the marketing approach she used to build up a huge social media following and explains how to go about influencer marketing and how to integrate with paid and email.
We also cover international expansion and the success of the brand in the USA and the rest of Europe.
Marketing technology with Scott Brinker VP Platform Ecosystem at HubSpot and ChefMartech blog
Scott Brinker is the VP Platform Ecosystem at HubSpot and runs the https://chiefmartech.com (Chief Marketing Technologist) blog which is the authority on marketing technologies.
He is the author of https://www.amazon.com/Hacking-Marketing-Practices-Smarter-Innovative/dp/1119183170/ (Hacking Marketing: Agile Practices to Make Marketing Smarter, Faster and more Innovative).
We discuss the way that technology and marketing are merging together and what marketers can learn from software engineers. We cover testing, iterative approaches and the importance of strategy.
We also cover No Code for allowing marketers to create automations and workflows without needing to write code. We have a debate on the pronunciation of Zapier, the pioneering No Code platform.
Finally Scott tells us about some the technologies of the future.
Using inserts to build a £25m ecommerce business with Ian Morrison from Donald Russell and Flavourly
Ian Morrison is an expert on inserts (leaflets), using them brilliantly first at Donald Russell and then at Flavourly. It's an often over looked marketing channel but very effective.
He starts by explaining what inserts are, how to buy them, tips for insert design, offers, a testing strategy and how to achieve huge efficiencies with swaps.
We cover everything you would need to know to get started using inserts to drive sales in your ecommerce business.
As mentioned in the episode, here is an an example insert produced by Ian, along with my comments:
Customer research & insight for DTC from surveys to focus groups with Natalie Thwaites
One of things that separates the brilliant Direct-to-Consumer businesses from the ordinary is that they do a lot of customer research.
In this episode I speak to research expert (and now Executive Coach) Natalie Thwaites.
We cover the benefits of research, how to select participants to take part, the advantage of focus groups verses individual interviews, moderating the group ourselves or getting an outside expert.
GDPR for email marketing explained by Joanna Boag-Thomson from Shepherd & Wedderburn
Joanna Boag-Thomson is a partner at Shepherd and Wedderburn and an expert on the GDPR. In this episode she explains the rules for marketing in Europe covering the General Data Protection Regulations (GDPR) and the Privacy and Electronic Communication Regulations (PECR).
We cover marketing to European customers from other countries, the changes in the UK since Brexit, when you are allowed to contact customers, legitimate interest and soft opt-ins, how to get consent and how consumers can opt-out.
The discussion covers newsletter signups, marketing to customers and to checkout abandonments. We also cover the different rules for B2B, postal marketing and custom audiences for advertising.
Finally, Joanna gives us a checklist for marketing to customers by email.
Freddy Ward on creating a new ecommerce category at HelloFresh and Wild
Freddy Ward is the co-founder and CEO of Wild and before that he was the Marketing Director of HelloFresh. In both roles he was responsible not just for launching a new ecommerce brand but for creating a whole new category.
He explains the steps in category creation from explanation to the customer through to building a brand once competition emerges.
He tells us how a cancelled media booking led to them accidentally finding their most successful recruitment channel.
He also covers the importance of selling face-to-face for learning, on and offline channels, building brand loyalty, creating a moat and finally we talk about recruiting a growth team once it becomes too much for one person.