The Sleeping Barber - A Business and Marketing Podcast Sleeping Barber

Welcome back to another episode of The Barber’s Brief. A segment where we cover news that caught our eye, a marketing moment where we highlight a case study, and our ad of the week.

We hope you enjoy the show!

Our Hosts:
Follow our updates here: ⁠⁠https://www.linkedin.com/company/sleeping-barber/⁠⁠
Get in touch with our hosts:
Marc Binkley: ⁠⁠https://www.linkedin.com/in/marcbinkley/
Vassilis Douros: ⁠⁠https://www.linkedin.com/in/vassilisdouros/⁠

In the News

Marketing Week: Bloom & Wild - an online florist is “chasing profitability” by cutting marketing budget and focusing on customer retention.

https://www.marketingweek.com/bloom-wild-focuses-on-customer-retention-over-acquisition-as-it-chases-profitability/ 

Business Insider: Tesla lays off its new marketing team months after launching it.

https://www.businessinsider.com/tesla-new-marketing-team-advertising-cut-layoffs-2024-4 

Media Leader: Forbes 7-year scheme to dupe advertisers

https://the-media-leader.com/forbes-seven-year-mfa-scheme-shows-how-deep-the-rot-runs-in-online-advertising/

https://adalytics.io/blog/ads-observed-on-www3-forbes-subdomain

Social Media Today: Meta Brings Advanced AI Chatbot to All of its Apps.

https://www.socialmediatoday.com/news/meta-ai-chatbot-facebook-instagram-whatsapp-messenger/713662/

Marketing Moment:

Baileys - The Pleasure Dividend

WARC Case Study

This strategy won Silver from the IPA Effectiveness Awards


Baileys Irish cream launched in 1974
By 2008 (34 years later) it was in 147 markets
Always has a role as a dinner liqueur, mainly at Christmas
In 2009, sales were declining and by 2014, they were 16% below the 2008 peak increased pricing to try and compensate for volume losses 
Tried a bunch of different campaigns but nothing was working
Diageo (parent company also owns Guinness, Johnny Walker) establishes a best practice - brand success is about being good at and committing to one big thing

The Campaign 

The big insight - baileys is part cake, part booze and pure pleasure

The Strategy

People love the product but they need reminders of when it might be relevant (CEPs)


You can have it after dinner at Christmas or 52 weeks a year when …



Poured over ice cream


In coffee


In cake


At brunch 


On the weekend


With Milkshakes


On French toast


In Chocolate


Anytime you want a treat




The Results


23% growth between 2015 - 2019 
250M pounds gross profit over 5 years
Increase in male share of purchases
Gains not due to price increases, discounting or increased distribution in big markets
Compared to previous campaigns, they get an extra $1 in profit for every $1 spent in media ($2.5 v. $1.5)



Have AI Break, Have A KitKat - KitKat Canada

Link: https://youtu.be/U33RTQsa7Bo?si=g47535UTjKrnWJHh

We're thrilled to announce a new segment featuring a friend of the podcast and fellow podcast host of That's What I Call Marketing, Conor Byrne.

This segment will delve into current marketing topics, drawing inspiration from Tom Fishburne's Marketoonist.

For this segment, each host has chosen two sketches to discuss, sparking engaging dialogue. We see this as a fun way to tackle pressing issues that surface in our discipline.

We hope you enjoy this new segment!



Get in touch with the hosts:

Marc Binkley: ⁠⁠https://www.linkedin.com/in/marcbinkley/

Vassilis Douros: ⁠⁠https://www.linkedin.com/in/vassilisdouros/⁠

Conor Byrne:

https://www.linkedin.com/in/conorbyrne/



Timestamps:

00:00 Welcome to the Pilot: Introducing Mindless Marketers00:25 Diving Into the World of tom Fishburne and the Marketoonist,01:36 The Evolution and Challenges of the CMO Role07:54 AI in Marketing: Expectations vs. Reality11:50 Data-Driven Marketing: A Double-Edged Sword16:56 Navigating the Shift from Third-Party Cookies21:10 Rethinking Remarketing Strategies22:13 Scepticism and Realisations in Digital Marketing24:20 The Impact of Cutting Marketing Budgets31:37 Inside the Mind of a Consumer: Brand Perception39:08 Concluding Thoughts on Marketing Strategies

Where to Listen:

Apple Podcasts: https://podcasts.apple.com/ca/podcast/the-sleeping-barber-a-business-and-marketing-podcast/id1609811324

Spotify: https://open.spotify.com/show/4v0kaM350zEY7X2VBuyfrF?si=7083317d5afd488b ⁠⁠

Google Podcasts: https://podcasts.google.com/feed/aHR0cHM6Ly9hbmNob3IuZm0vcy84MWVjYWJhNC9wb2RjYXN0L3Jzcw?sa=X&ved=2ahUKEwji_oSOopP-AhXnlo4IHTZKBgYQ9sEGegQIARAC

Youtube: https://www.youtube.com/@sleepingbarberpodcast



© 2024 Sleeping Barber

Welcome back to another episode of The Barber’s Brief. A segment where we cover news that caught our eye, a marketing moment where we highlight a case study, and our ad of the week.

We hope you enjoy the show!

Our Hosts:
Follow our updates here: ⁠⁠https://www.linkedin.com/company/sleeping-barber/⁠⁠
Get in touch with our hosts:
Marc Binkley: ⁠⁠https://www.linkedin.com/in/marcbinkley/
Vassilis Douros: ⁠⁠https://www.linkedin.com/in/vassilisdouros/⁠

In the News:
[AdExchanger] - LinkedIn is Getting into CTV
Link: https://www.adexchanger.com/tv/linkedin-is-all-business-with-ctv/

[Marketing Dive] - Privacy tools fall short: Here’s what the numbers say
Link: https://www.marketingweek.com/ritson-measure-marketing-effectiveness/

[LinkedIn] Media Grows Markets - Marc Pritchard
Link: https://www.linkedin.com/pulse/media-grows-markets-marc-s-pritchard-3oudc/

[Marketing Dive] - Coca-Cola heads to Marvel universe for new spot, packaging campaign
Link: https://www.marketingdive.com/news/coca-cola-marvel-universe-campaign-packaging-ar-experience/712454/

Marketing Moment:
Old Spice: "Smell Like a Man, Man"
“Look at your man. Now look at me. Now back at your man. Now back to me.”
Link: https://youtu.be/owGykVbfgUE?si=Be72eyLk061hEe9Q

TL;DR
Having failed to successfully rebrand back in the late 90’s and early 2000’s, Old Spice was rapidly losing market share to Lynx (‘Axe’ in certain markets).
Their biggest issue: Old Spice marketed their product to an aging population, which resulted in diminishing returns in the long term. They needed a way to return to their previous position as a major competitor.
To completely rebrand Old Spice as a product for a younger audience, the marketing strategy found its major focus in one key fact: 60% of body wash purchases were made by women.
Instead of focusing solely on young males as their target audience, Wieden + Kennedy switched things up and made young females the major focus of the campaign.

The Results
Old Spice quickly rose to become the top men’s body wash brand in the USA
300% increase in website traffic
Sales of Old Spice had doubled by July of the same year
1.2 billion earned media impressions
The campaign won several awards, including the Cannes Lion Film Grand Prix and an Emmy for Outstanding Commercial.

Ad of the Week
Downy Fabric Softener | More Than Laundry
https://www.youtube.com/watch?v=oQQwUIX9OVQ

Downy Fabric Softener - More than Laundry
Just a blanket until you wrap a baby
Just a hoodie - till its felt by your first love
Just a jacket - till it brings you brings you back to your home
Just a sweater - till it a cryed into

Doesn't talk about the tech
Shows product in use
Breath life into your laundry

Where to Listen:
Apple Podcasts: https://podcasts.apple.com/ca/podcast/the-sleeping-barber-a-business-and-marketing-podcast/id1609811324
Spotify: https://open.spotify.com/show/4v0kaM350zEY7X2VBuyfrF?si=7083317d5afd488b ⁠⁠
Google Podcasts: https://podcasts.google.com/feed/aHR0cHM6Ly9hbmNob3IuZm0vcy84MWVjYWJhNC9wb2RjYXN0L3Jzcw?sa=X&ved=2ahUKEwji_oSOopP-AhXnlo4IHTZKBgYQ9sEGegQIARAC
Youtube: https://www.youtube.com/@sleepingbarberpodcast




© 2024 Sleeping Barber

Are you ready to challenge your marketing beliefs and uncover the truths that could skyrocket your brand's growth?

In our latest podcast episode, we sit down with Ethan Decker, Founder of Applied Brand Science, to dissect the misconceptions about advertising and brand loyalty. Discover why focusing on customer acquisition rather than retention could be the key to your success.

Decker's expertise and evidence-based approach to marketing will leave you with actionable strategies and a new outlook on how to achieve substantial brand growth.

Don't forget, tune into the post-pod with Marc and V!



Our Guest:

Ethan Decker

https://www.linkedin.com/in/ehdecker/

Founder & President of Applied Brand Science

https://appliedbrandscience.com/



Our Hosts:

Follow our updates here: ⁠⁠https://www.linkedin.com/company/sleeping-barber/⁠⁠

Get in touch with our hosts:

Marc Binkley: ⁠⁠https://www.linkedin.com/in/marcbinkley/

Vassilis Douros: ⁠⁠https://www.linkedin.com/in/vassilisdouros/⁠



0:44 - Introduction to Ethan

2:52 - ½ the ideas we have about advertising are wrong, the trouble is we don’t know which 1/2

7:02 - 2 reasons why we have the wrong ideas

8:50 - Ideas like the 80/20 rule are like brands - they’re shortcuts

11:30 - Your customers rarely think of you

15:05 - Do generational personas even exist?

18:50 - Your customers aren’t different from your competitor's customers

21:30 - Your loyal customers are likely just heavy buyers in the category

22:23 - I. Hate. Loyalty.

24:24 - How to change beliefs about loyalty

28:02 - Data science isn’t the same thing as science

31:51 - Do you know the frequency distribution of your customers?

33:19 - The Taylor Swift of brand laws

35:46 - The Buyer Banana Curve

38:13 - Why light buyers and non-buyers matter to your business

41:01 - Why team-based learning is so critical

44:02 - Introducing the FRELK - why a quirky logo matters

47:10 - The 4 stages of brand grief

51:19 - Why creativity is critical to applying scientific laws in your business

1:01:51 - 3 ways to start using these laws

1:05:37 - How to find out more about Ethan and Applied Brand Science

1:06:56 - The post-Pod with V and Marc



Where to Listen:

Apple Podcasts: https://podcasts.apple.com/ca/podcast/the-sleeping-barber-a-business-and-marketing-podcast/id1609811324

Spotify: https://open.spotify.com/show/4v0kaM350zEY7X2VBuyfrF?si=7083317d5afd488b ⁠⁠

Google Podcasts: https://podcasts.google.com/feed/aHR0cHM6Ly9hbmNob3IuZm0vcy84MWVjYWJhNC9wb2RjYXN0L3Jzcw?sa=X&ved=2ahUKEwji_oSOopP-AhXnlo4IHTZKBgYQ9sEGegQIARAC

Youtube: https://www.youtube.com/@sleepingbarberpodcast



Background Links



Ehrenberg-Bass Institute's publications https://marketingscience.info/books/



Laws of Marketing with Dr. Nicole Hartnett https://www.sleepingbarber.ca/podcast/episode/3dd2bab2/sbp-012-the-laws-of-marketing-with-dr-nicole-hartnett









© 2024 Sleeping Barber

Welcome back to another episode of The Barber’s Brief. A segment where we cover news that caught our eye, a marketing moment where we highlight a case study, and our ad of the week.

We hope you enjoy the show!



Our Hosts:

Follow our updates here: ⁠⁠https://www.linkedin.com/company/sleeping-barber/⁠⁠

Get in touch with our hosts:

Marc Binkley: ⁠⁠https://www.linkedin.com/in/marcbinkley/

Vassilis Douros: ⁠⁠https://www.linkedin.com/in/vassilisdouros/⁠



In The News:

Adidas weans itself off discounting - https://www.marketingweek.com/adidas-discounting-annual-loss/

Google loses in local search to Instagram, TikTok among Gen Z - https://www.marketingdive.com/news/google-tiktok-instagram-local-search-preference-gen-z/710130/

Demand Gen vs. Meeting Consumer’s Unmet Needs - https://www.instagram.com/p/C4RV9NnP6jU/?utm_source=ig_web_copy_link

AI-Powered ad ignites creator controversy on Instagram - https://techcrunch.com/2024/03/14/ai-powered-ad-ignites-creator-controversy-on-instagram

Three SWSX-inspired trends to consider adding to your brand playbook - https://www.thedrum.com/opinion/2024/03/15/sxsw-2024-bold-experiential-marketing-took-center-stage

Elon Musk’s “Grok” AI company is now open-source - https://techcrunch.com/2024/03/18/why-elon-musks-ai-company-open-sourcing-grok-matters-and-why-it-doesnt/



Marketing Moment:

Apologize the Rainbow - DDB Chicago

9 Years Ago, Skittles changed the flavour of green Skittles from Lime to Apple

Over the years, they’d get about 20k tweets per year of people hating on Skittles and asking the company to bring back lime flavour

Supporting Links:

https://www.youtube.com/watch?v=i_kxj8dhdjo&list=TLGG6HNwK54Wga4xMTAzMjAyNA

https://www.thedrum.com/news/2024/03/11/how-ddb-chicago-made-apologize-the-rainbow-the-most-awarded-ad-the-last-year



Ad of the Week

Amazon celebrates grassroots players in Uefa Women’s football commercial

Amazon's European-wide brand campaign highlights the passion and determination of real women's football players, emphasizing how playing women's football boosts confidence and self-assurance both on and off the pitch.

Link: https://www.thedrum.com/news/2024/03/15/ad-the-day-amazon-celebrates-grassroots-players-uefa-women-s-football-short

Ever wondered why some brands dominate the market while others struggle to get noticed? The latest episode of the Sleeping Barber Podcast, unveils the secret: physical availability. Join us as we discuss with Arry Tanusondjaja of the Ehrenberg-Bass Institute how presence, prominence, and portfolio can catapult your brand to new heights. Learn why it's more than just distribution—it's about making your brand impossible to ignore. Don't let your brand be the best-kept secret.

Don't forget to join our hosts, Vassilis and Marc, for post-pod banter!



Our Guest:

Arry Tanusondjaja

https://www.linkedin.com/in/arryt/

Senior Marketing Scientist at Ehrenberg-Bass Institute



Our Hosts:

Follow our updates here: ⁠⁠https://www.linkedin.com/company/sleeping-barber/⁠⁠

Get in touch with our hosts:

Marc Binkley: ⁠⁠https://www.linkedin.com/in/marcbinkley/

Vassilis Douros: ⁠⁠https://www.linkedin.com/in/vassilisdouros/⁠



Podcast Literature:

Dominos Fortressing Strategy:

https://chiefexecutive.net/dominos-new-ceo-drives-fortressing-strategy-to-great-results/

Most expensive Starbucks Drinks:

https://www.tastingtable.com/1463864/most-expensive-starbucks-drinks-world/

HBR 2:

https://www.amazon.ca/How-Brands-Grow-Emerging-Services/dp/0195596269

Market-Based Asset Theory for Brand Competiton:

https://www.sciencedirect.com/science/article/pii/S096969892300317X



Timestamps:

0:44 - Intro to Dr. Arry Tonusondjaja

2:09 - What is mental and physical availability - Easy to Mind, Easy to Find

5:00 - The 3 main components of physical availability

7:26 - Physical availability is more than distribution

9:22 - Why the scope of marketing is bigger than ad creative

11:15 - The value of consistent branding in retail environments

12:59 - The danger of rebranding especially product packaging

16:10 - Why we satisfice and aren’t brand loyal

17:43 - Remove barriers to purchase

19:01 - Domino’s location-based “Fortressing” strategy

20:48 - Customers are cognitive meisers

21:53 - Why dine-in customers, are different from carry-out and delivery customers

25:45 - eCommerce increases physical availability

29:01 - Customers want to shop how they want, don’t force them to change how they want to buy

32:02 - Some digital ads aren’t ads, they’re signage

34:54 - Physical availability applies to SaaS and B2B

40:47 - The role of physical availability is to harvest the work of mental availability

42:03 - The strategy of building a relevant portfolio of products

48:20 - The danger of large product portfolios and brand extensions

52:20 - Tropicana - a warning for product package rebranding

55:44 - Careful of “Disruptive” physical activations, Pop-Ups and Shop-in-Shops

57:22 - How to know when a market has physically saturated a market

1:00:48 - Choosing between your own store and distribution channels

1:03:50 - How physical availability brings marketing and sales together

1:05:32 - How Startups can benefit from mental and physical availability

1:06:48 - Find out more about Arry and the Ehrenberg-Bass Institute

1:09:28 - Post-Pod with V and Marc





Where to Listen:

Apple Podcasts: https://podcasts.apple.com/ca/podcast/the-sleeping-barber-a-business-and-marketing-podcast/id1609811324

Spotify: https://open.spotify.com/show/4v0kaM350zEY7X2VBuyfrF?si=7083317d5afd488b ⁠⁠

Google Podcasts: https://podcasts.google.com/feed/aHR0cHM6Ly9hbmNob3IuZm0vcy84MWVjYWJhNC9wb2RjYXN0L3Jzcw?sa=X&ved=2ahUKEwji_oSOopP-AhXnlo4IHTZKBgYQ9sEGegQIARAC

Youtube: https://www.youtube.com/@sleepingbarberpodcast



© 2024 Sleeping Barber