Over A Pint Marketing Podcast Over A Pint Productions

#122 Chris Vaughan is a philosopher by training. After obtaining a PhD, his goal was to become a professor of philosophy – but, as is so often the case with guests on this pod, marketing got in the way. 
 
Instead of going the professor route, Chris took a role as a marketing consultant. This was at the time when something new was just beginning – a little thing called the Internet. 
 
He was a natural as a consultant. Within no time he became a partner. He meets his wife at the firm. He has it all…or at least pretty close to it. And just then, while on top, Chris and his wife quit the firm. 
 
As he explains it, he felt there was a better way to do consulting. He felt they could do more, provide more value, and charge less. That's Jerry Maguire kind of talk. 
 
So he took all his knowledge and years of experience and launched Sequence Consulting.
 
Now, twenty-plus years later Sequence Consulting has become the premier firm in the U.S. helping nonprofit associations achieve their goals. 
 
Throughout those twenty-plus years, Sequence has worked with some of the biggest brands in the association space. Brands like the American Dental Association, the American Bar Association, and AARP just to name a few.  
 
In this episode, Pat sits down with Chris to talk about
 
✅ What are nonprofit associations and what do they do (this is super interesting)
✅ What’s the state of associations in 2024 – and are they still relevant
✅ The biggest challenge facing many associations 
✅ How Sequence Consulting is helping associations 
 
Chris is passionate about this space so connect with him to learn more about his work and Sequence Consulting You can find him on LinkedIn at: https://www.linkedin.com/in/chrisvaughanphd/
 
Or visit Sequence Consulting and check out the case studies on the site. 
 
✅ Connect with Pat at: pmcgovern@ascedia.com



🍺 Chris’ Pint: Goldfinger Brewing, Golden Pils 
🍺 Pat’s Pint: Lakefront Brewery, Riverwest Stein, NA
 
If you like this pod, do us a favor. Take a minute and leave us a review. That’s the energy that powers this supertanker! 
Thanks, you’re the best!
Want more marketing insights? Take a look at our full lineup.

#121 When Andy Massignan arrived at Ariens, (a leader in lawn care and snow removal product) he asked the question: Who is our best customer? 
 
The answer he got just didn’t seem right. 
 
And so began the process of finding out: Who is the Ariens customer? 
 
In this episode of Over A Pint, Pat and Andy sit down to discuss the steps he went through to find the answer. 
 
But that's just the start. You'll hear a lot more including: 
 
✅ His role as Director of Product Portfolio Strategy
✅ Blending short-term opportunities vs. longer-term challenges
✅ The importance of your website in marketing
✅ Uncertainty scenario planning 
✅ The tools he uses daily 
 
If you want to better strategic thinker, this is the episode for you. 
 
Make sure to reach out to Andy at: https://www.linkedin.com/in/andymassignan/



✅ Get in touch with Kurt at: https://www.linkedin.com/in/kurtlingel/
 
✅ Connect with Pat at: pmcgovern@ascedia.com



🍺 Andy’s Pint: Old Fashioned – Bourbon sweet with olives
🍺 Pat’s Pint: Lakefront Brewery, Riverwest Stein, NA
 
If you like this pod, do us a favor. Take a minute and leave us a review. That’s the energy that powers this supertanker! 
Thanks, you’re the best!
Want more marketing insights? Take a look at our full lineup.

#120 Liz Gross is a force!
 
She is an award-winning speaker, author, and strategist. She has delivered top-rated talks at SXSW, SXSW EDU, the American Marketing Association Symposium, the Carnegie Conference, and the Council for the Advancement and Support of Education. 
 
Impressive, right? On top of that, she has also built a kick-ass agency Campus Sonar. This agency specializes in social listening in higher ed. And they do this at scale. 
 
Last year, Campus Sonar analyzed more than 13,000 online mentions about how individuals think and feel about the value of higher education. It’s like a 24/7 focus group – all in real-time. Super impressive. 
 
Given our love of higher ed marketing here on the pod, we had to have her on. 
 
And In this episode, we cover: 
 
✅ Her path into marketing 
✅ The state of higher ed – the 3,000-foot level
✅ The state of marketing in higher ed
✅ Campus Sonar what they do – and how they are helping colleges and universities
✅ How her agency is using AI
✅ How she finds new business for the agency

You're going to love it. 
 
To get in touch with Liz at Campus Sonar: https://www.campussonar.com/
You can find her on LinkedIn: https://www.linkedin.com/in/lizgross/
Or on X at: @lizgross144
 
If you want more about the higher ed space. Episode #119 with Eric Hazen is awesome. 
 
 
✅ Get in touch with Kurt at: https://www.linkedin.com/in/kurtlingel/
 
✅ Connect with Pat at: pmcgovern@ascedia.com
 
🍺 Liz’s Pint: 40 oz of pure water
🍺 Pat’s Pint: Lakefront Brewery, Riverwest Stein, NA
 
If you like this pod, do us a favor. Take a minute and leave us a review. That’s the energy that powers this supertanker! 
Thanks, you’re the best!
Want more marketing insights? Take a look at our full lineup.
 

#119 Eric Hazen is the Director of Digital Experience and Marketing at Ferris State University. And in this episode, he sits down with Pat to go over the good, bad, and the ugly with higher ed.  Plus, what his team is doing to win in a very competitive space. 
 
Here’s just some of what’s covered:
 
✅ Eric’s take on the state-of-the-state of higher ed 
✅ The role of the website and how this channel is living the brand promise 
✅ How Eric and his team approach content for the web
✅ The type of stories that convert 
✅ Why higher ed teams will need to develop personalities 
✅ How his team is using AI in their day-to-day work 
 
If you like the conversation with Eric (and we think you will) and want more insights on higher ed, check out Episode 5 with Doug Clark.
 
If you want to connect with Eric he spends most of his time on LinkedIn. Reach out to him here: https://www.linkedin.com/in/eric-hazen/
 
 
✅ Get in touch with Kurt at: https://www.linkedin.com/in/kurtlingel/
 
✅ Connect with Pat at: pmcgovern@ascedia.com
 
🍺 Eric’s Pint: Vernors
🍺 Pat’s Pint: Lakefront Brewery, Riverwest Stein, NA
 
If you like this pod, do us a favor. Take a minute and leave us a review. That’s the energy that powers this supertanker! 
Thanks, you’re the best!
Want more marketing insights? Take a look at our full lineup.

#118 Nancy Harhut has written one of the best books for marketers — EVER published. Period. End of story. 
 
Her book: Using Using Behavioral Science in Marketing: Drive Customer Action and Loyalty by Prompting Instinctive Responses is a complete and thorough guide to key behavioral principles marketers can use to influence and motivate customers to action. 
 
In this episode, we discuss: 
 
✅ How she structured and wrote the book 
✅ How she used the principles to market her book 
✅ How to use the principles to become a better storyteller
✅ How the book has helped to build business for her agency
✅ What is autonomy bias and how to use it to light up your sales 
 
There’s so much fire in this episode we are recommending you listen to it in a fireproof suit. 
 
Connect with Nancy and find out more about her book, her agency, and the work she has done for others. Reach out to her here: https://www.linkedin.com/in/nancyharhut/
 
Or here: HBT Marketing 
 
 
✅ Get in touch with Kurt at: https://www.linkedin.com/in/kurtlingel/
 
✅ Connect with Pat at: pmcgovern@ascedia.com



🍺 Pat’s Pint: Lakefront Brewery, Riverwest Stein, NA
If you like this pod, do us a favor. Take a minute and leave us a review. That’s the energy that powers this supertanker! 
Thanks, you’re the best!
Want more marketing insights? Take a look at our full lineup.

#117 Friend of the pod, Brian Piper is back! 
 
Brian is a content master. And on this episode, Brian goes deep into content marketing with a specific focus on higher education. 
 
Higher ed, is a vertical having some challenges right now and we explore this space and steps marketers can do to improve their content. Here’s what to listen for: 
 
✅How he thinks about content for higher ed
✅The role of the website 
✅What success looks like
✅How he and his team are using AI 
✅Steps you can take to amp up your content marketing game
 
If you’re looking to connect with Brian reach out to him at LinkedIn: https://www.linkedin.com/in/brianwpiper/ 
 
Or on his website: https://brianwpiper.com/
 
If you liked this episode and need more Brian in your life, check him out in episode 70 of the show.
 
✅ Get in touch with Kurt at: https://www.linkedin.com/in/kurtlingel/
 
✅ Connect with Pat at: pmcgovern@ascedia.com



🍺 Brian’s Pint: Southern Tiers, Pumpking Ale
🍺 Pat’s Pint: Lakefront Brewery, Riverwest Stein, NA
Please do us a favor – before you go, take a minute to leave us a review. That’s the energy that powers this supertanker! 
Thanks, you’re the best!
Want more marketing insights? Take a look at our full lineup.