198 episodi

Alan Hart, host of Marketing Today, goes behind the scenes with the world's best chief marketing officers and business leaders. Listen in to learn their strategies, tips and advice. What makes a great brand, marketing campaign, or turnaround? Learn from the experience and stories of these great marketing and business leaders so you can unleash your potential.

Marketing Today with Alan Hart Alan B. Hart

    • Marketing

Alan Hart, host of Marketing Today, goes behind the scenes with the world's best chief marketing officers and business leaders. Listen in to learn their strategies, tips and advice. What makes a great brand, marketing campaign, or turnaround? Learn from the experience and stories of these great marketing and business leaders so you can unleash your potential.

    Planet Fitness with new CMO Jeremy Tucker

    Planet Fitness with new CMO Jeremy Tucker

    During this 195th episode of “Marketing Today,” host Alan Hart interviews Jeremy "JT" Tucker, the new CMO  of Planet Fitness.  Tucker has worked for world-renowned brands such as Frito-Lay, PepsiCo, Disney, and Nissan. 

    We discuss JT's background and his first few weeks at Planet Fitness, including his strategy for jumping headfirst into big changes at a new company. Jeremy shares what changes he made quickly after arriving, the actions he saw others taking in the fitness space, and what inspired the successful "Bull Fit" campaign.

    Tucker also addresses the importance of approaching marketing from a human and emotive space. He remarks that as they collected research, "We really just wanted to understand the perceptions that kept people from actually coming into a club." When describing the exhilaration of kicking off their ad campaign in Times Square on New Year's Eve, he advises, "There are a lot of crowded big moments out there. It's so hard to breakthrough, but if you're authentic, and it makes sense, you can nail it." Tucker also reflects on the creative aspects of his work when he says, "Good ideas come from anywhere and everywhere." Tucker's optimism and leadership will inspire you to approach your work with curiosity and joy.

     

    Highlights from this week’s “Marketing Today”:
    JT’s background and how he ended up at Planet Fitness. 01:34
    JT describes opportunities he had to work for brands where brand drives business decisions. 04:51
    JT describes jumping into Planet Fitness during their busy season and the challenges of jumping in headfirst. 06:23
    Learn about the changes JT made very quickly upon joining Planet Fitness. 08:58
    Why JT believes in the business and how he feels Planet Fitness can break down barriers to support regular Americans. 10:59
    Learn about the research that went into the Bull Fit ad campaign. 12:13
    Some of the best social content they’ve ever created was when they had kids scrub fitspo accounts on Instagram. 14:37
    The importance of addressing marketing from a human and emotive place. 15:54
    They discuss the eight and twelve-minute circuits at Planet Fitness for people who want quick workouts. 16:51
    The rewards of marketing that desires to change behavior in meaningful and purposeful ways. 19:27
    JT tells us about the experience of kicking off their ad campaign on New Year's in Times Square. 21:51
    What's coming next for JT in 2020? 23:51
    Is there an experience in his past that defines who he is today? 26:15
    What advice would JT give his younger self if he had to start all over? 28:02
    Are there any brands, companies, or causes that JT follows that he thinks other people should take notice of? 30:15
    As a marketer, what does he feel the biggest opportunity or threat that is facing marketers? 32:45

    Resources Mentioned:
    Planet Fitness
    Louisiana State University:
    LSU College Football Champions
    Planet Fitness Times Square New Year’s Eve Celebration
    STOP the BULLFIT
    Peanut Super Bowl Release

     

    Subscribe the podcast:
    Listen in iTunes (link: http://apple.co/2dbdAhV)
    Listen in Google Podcasts (link: http://bit.ly/2Rc2kVa)
    Listen in Spotify (Link: http://spoti.fi/2mCUGnC )

    Connect with the Guest:
    https://www.linkedin.com/in/jeremytuckermarketing
    https://twitter.com/LSUjeremy

    Connect with Marketing Today and Alan Hart:
    http://twitter.com/abhart
    https://www.linkedin.com/in/alanhart
    http://twitter.com/themktgtoday
    https://www.facebook.com/themktgtoday/
    https://www.linkedin.com/company/marketing-today-with-alan-hart/

     

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    • 37 min
    Historic Ad Fraud at Uber with Kevin Frisch

    Historic Ad Fraud at Uber with Kevin Frisch

    During this 194th episode of “Marketing Today,” host Alan Hart interviews Kevin Frisch, who was recently the CMO of Wag and before that the head of performance marketing, and CRM for Uber.  Before Uber, Frisch served as chief marketing officer of GSN Games and Snapfish.  Frisch was named to Forbes' CMO Next List 2019: 50 Game-Changing Marketing Leaders.

    Frisch discusses the largest ever fraud case, a case between Uber and its suppliers of performance marketing and advertising.  Frisch shares what happened, what was the trigger that launched the investigation, how they diagnosed what was going on, and several measurement challenges along the way.

    Frisch shares the revelations on ad fraud and the difficulty of finding it only after you have the detailed data, "Until you do that, if you're just relying on the higher-level reporting, you just don't catch it."  He advises that "you should start by assuming that, half of what's on the display channels, is fraud."  "You can't sort of out-source, and say, here's an anti-fraud tool, let me just run it through that."  There is still so much to learn about fraud. Frisch shares a much-needed perspective on how to approach and avoid issues.

     

    Highlights from this week’s “Marketing Today”:
    Kevin Frisch's background and pivotal twists along the way. 01:46
    Kevin's path with a series of B2C companies. 04:10
    The culture within Uber during the controversy 06:17
    The role of "Head of Performance Marketing." 07:30
    The intriguing story surrounding the fraud case between Uber and programmatic advertising providers. 08:13
    The discovery and definition of "Attribution Fraud." 11:37
    Actions every marketer should be taking right now, to avoid ad fraud. 16:36
    Should you be using programmatic? 18:06
    Advice on picking better partners and people to help along the way. 19:49
    Uber's purpose and approach to the "Moving Forward" campaign. 20:49
    Defining "Addressable TV" and its usage at Uber. 23:00
    The Results and reactions for "addressable tv." 27:59
    Unique challenges for marketing towards driver-partners. 29:20
    What performance marketers should be doing differently in 2020. 35:45
    An experience of Kevin's past that makes up who he is today. 38:06
    Advice Kevin would give his younger self. 41:19
    What drives Kevin and keeps him going daily. 42:44
    Brands, Companies, or Causes to take notice of. 44:06
    Kevin's vision for the future of marketing. 46:01

     

    Resources Mentioned:
    UberAd Fraud Lawsuit
    #DeleteUber(NYT)
    Sleeping Giants Twitter
    Travis Kalanick (TK)
    Travis Kalanick video and controversy
    The story behind the meltdown at Uber (Vanity Fair)
    Jeff Jones
    Moving Forward ad
    605 (mentioned as like a DMP for TV)
    Example of Click Attribution Fraud on Google Play Store Apps (TechCrunch)

     

    Subscribe the podcast:
    Listen in iTunes (link: http://apple.co/2dbdAhV)
    Listen in Google Podcasts (link: http://bit.ly/2Rc2kVa)
    Listen in Spotify (Link: http://spoti.fi/2mCUGnC )

    Connect with the Guest:
    https://www.linkedin.com/in/kevinfrisch/
    https://twitter.com/kevin_frisch 

    Connect with Marketing Today and Alan Hart:
    http://twitter.com/abhart
    https://www.linkedin.com/in/alanhart
    http://twitter.com/themktgtoday
    https://www.facebook.com/themktgtoday/
    https://www.linkedin.com/company/marketing-today-with-alan-hart/

     

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    • 48 min
    Brand Hacks with Author Emmanuel Probst

    Brand Hacks with Author Emmanuel Probst

    During this 193rd episode of “Marketing Today,” host Alan Hart interviews Dr. Emmanuel Probst, the author of "Brand Hacks: How to Build Brands by Fulfilling the Human Quest for Meaning."  He holds a doctorate in consumer psychology and teaches market research at UCLA.  He also works for Ipsos, advising clients on how to measure and optimize their marketing efforts.

    Probst has been studying "why people buy" for about 15 years and shares with us his definition of "meaning" and what he means when using that term.  We discuss his book and the tools and tactics a brand manager has at their disposal.

    Probst shares that he got into the industry because he is "curious about people, and I like to understand why people do what they do, and how people make decisions as individuals, but also as a community, as a group, or as a society."  He wrote the book because he "wanted to take a different stance at building brands... let's take a step back, understand what consumers, as people want to achieve as individuals, and from there, build brands that fulfill these quests for meaning."

     

    Highlights from this week’s “Marketing Today”:
    Emmanuel's background and path to becoming an author and consultant. 01:38
    The reason for writing his book "Brand Hacks." 02:34
    What people are really looking for in brands. 03:48
    The definitions of "meaning," according to Dr. Emmanuel Probst. 04:25
    The nuances for the right to define our own meaning. 06:17
    Three types of "meanings" and examples of each. 07:33
    The importance of "nostalgia" in meaning. 10:17
    How does the approach to "meaning" and "Brand Hacks" compare to other methodologies? 11:47
    An example of one brand that bridges the gap of multiple methodologies. 14:42
    CrossFit and the notion of community. 18:36
    Top recommendations for brands or marketers leading brands. 20:40
    The experiences of Emmanuel's past that defines who he is today. 22:20
    Advice for Emmanuel's younger self. 24:18
    What keeps Emmanuel doing what he does? 25:27
    Brands, Companies, or Causes to take notice of. 27:17
    Biggest opportunity or threat to marketers. 29:51

     

    Resources Mentioned:
    Emmanuel Probst Website
    “Brand Hacks: How to Build Brands by Fulfilling the Human Quest for Meaning” by Dr. Emmanuel Probst
    Ipsos Global
    Paco Rabanne
    Red Bull
    CrossFit
    7-Eleven
    Byron Sharp “Marketing Today” Interview
    “How Brands Grow” by Byron Sharp
    Kevin Lane Keller “Marketing Today” Interview
    “Start With Why” by Simon Sinek
    “Lovemarks” by Kevin Roberts
    The Farmer’s Dog - DTC Brand
    Casper Mattress Company
    Quip Toothbrushes
    WeWork

     

    Subscribe the podcast:
    Listen in iTunes (link: http://apple.co/2dbdAhV)
    Listen in Google Podcasts (link: http://bit.ly/2Rc2kVa)
    Listen in Spotify (Link: http://spoti.fi/2mCUGnC )

    Connect with the Guest:
    https://www.linkedin.com/in/emmanuelprobst/
    https://twitter.com/Emmanuelprobst 

    Connect with Marketing Today and Alan Hart:
    http://twitter.com/abhart
    https://www.linkedin.com/in/alanhart
    http://twitter.com/themktgtoday
    https://www.facebook.com/themktgtoday/
    https://www.linkedin.com/company/marketing-today-with-alan-hart/

     

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    • 32 min
    Media Evolution with Chief Media Officer at Lilly, Lina Shields

    Media Evolution with Chief Media Officer at Lilly, Lina Shields

    During this 192nd episode of “Marketing Today,” host Alan Hart interviews Lina Shields, the chief media officer for Lilly USA.  Starting in sales and eventually moving into marketing, she's now one of Adage's "Women to Watch in 2019."

    Shields originally majored in political science with the intent to work in global policy to "change the world."  She shares about the importance of mentoring and advice on how to improve your career and advocate for yourself.  She also gives insight into the "next-generation" of the consumer landscape.

    Although Sheilds works in the commercial space now with Lilly, her job is to "give information that can help [people] lead healthier and longer lives."  Shields quickly learned that doctors and she "had something in common, which was that we were both motivated by the best interest of the patient."  "Great marketing is when you understand the core intention of your targeted audience."

    Highlights from this week’s “Marketing Today”:
    Lina's background in Italy and her journey to the US. 01:10
    2 Pivotal twists that brought Leena to her current role with Lily. 02:47
    Lina's fascinating internship story: Internship, what is an internship? 06:58
    The experience of a new full-time position in sales. 11:35
    The importance of "breadth of the portfolio" and key connections. 13:46
    Defining the chief media officer role. 15:53
    3 "big buckets" under the chief media officer role. 18:16
    The "next-generation" consumer landscape and focus of media in marketing. 20:41
    How Lilly is committed to its multi-cultural marketing vision. 25:18
    Lina's approach to mentoring early-career professionals. 31:52
    Three pieces of advice for mentees and early-career professionals. 33:34
    An experience(s) of Lina's past that defines her today. 36:35
    Advice Lina would give herself if she were starting over. 39:55
    Brands, companies, or organizations to take notice of. 43:30
    The future of marketing, according to Lina Shields. 46:36

     

    Resources Mentioned:
    Advertising Age 2019 US Women to Watch
    “3 Days to a Pharmaceutical Sales Job”
    Lilly’s Website
    ANA whitepaper on the Chief Media Officer
    Lina Shields on LinkedIn

     

    Subscribe the podcast:
    Listen in iTunes (link: http://apple.co/2dbdAhV)
    Listen in Google Podcasts (link: http://bit.ly/2Rc2kVa)
    Listen in Spotify (Link: http://spoti.fi/2mCUGnC )

    Connect with the Guest:
    https://www.linkedin.com/in/lina-shields-8aa1884
    https://twitter.com/LillyPad

    Connect with Marketing Today and Alan Hart:
    http://twitter.com/abhart
    https://www.linkedin.com/in/alanhart
    http://twitter.com/themktgtoday
    https://www.facebook.com/themktgtoday/
    https://www.linkedin.com/company/marketing-today-with-alan-hart/

    Support the show.

    • 48 min
    The power of music with Genius CRO Rob Elder

    The power of music with Genius CRO Rob Elder

    During this 191st episode of “Marketing Today,” host Alan Hart interviews Rob Elder, the chief revenue officer at Genius. Genius is the world's largest encyclopedia of lyrics and music. It's a leading brand in music producing popular video series' like "Verified," "Deconstructed," "Genius News," and "Open Mic," reaching over 100 million people monthly across the globe.

    Elder started his career at agency Grey Direct as an assistant media planner, then moved into the "sales" side of the business with Sony. He's been with Genius for a little over two years and had the opportunity to drive growth and focus on developing processes to help the startup be successful.

    Elder shares his unique journey and the importance of mentors in that journey. He discusses what Genius brings to the music industry and bringing back the "deeper connection and message that the artist is trying to convey." He shares about the power of music, branding, and marketing legitimacy. "Brands are starting to recognize...that if they want something fun, intimate, cool, and that moves the needle with the younger consumer, Genius is the place to do that."

     

    Highlights from this week’s “Marketing Today”:
    Rob's background and the path to becoming CRO of Genius. 01:23
    Key mentors that helped Rob along the way and how. 02:10
    The offering "Genius" provides to the music industry. 04:46
    Highlights for Genius over the last two years. 06:50
    The power of music for brand partnerships. 08:58
    A breakdown of Genius' brand and artist relationships. 10:41
    Examples of brand/artist relationships. 12:16
    The future of Genius going forward. 14:43
    Specific partnerships that will "move the needle" for Genius. 16:48
    How data drives the strategy for Genius. 17:26
    The experience of Rob's past that defines who he is today. 18:51
    Advice for the "younger" Rob. 19:40
    Brands, Companies, or Causes to take notice of. 20:44
    Most significant opportunity or threat to marketers. 22:37

     

    Resources Mentioned:
    Rob Elder on LinkedIn
    Genius Website
    Genius YouTube Channel
    Verified
    Deconstructed
    Genius News
    Open Mic video series
    Genius and Spotify Integration
    Campaigns for Brands:

    McDonald's
    Showtime
    Acura
    HBO

     

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    • 24 min
    Sky Zone's Josh Cole on marketing and brand partnerships

    Sky Zone's Josh Cole on marketing and brand partnerships

    Sky Zone's Josh Cole on marketing and brand partnerships

    During this 190th episode of “Marketing Today,” host Alan Hart interviews Josh Cole, the chief marketing officer at Sky Zone.  Sky Zone is an active environment with gravity-defying aerial attractions with around 210 locations around the world.

    Cole began his career with a short stint in financial services before making a jump into the entertainment industry at Universal Studios parks and resorts division.  He joined as the first team, specifically focused on internet marketing. He was involved in starting all of their social media and digital marketing from the beginning.  Five years ago, he made the "jump" to Sky Zone to widen his responsibilities and oversee "all things marketing."

    Cole discusses his gratefulness that someone took a chance on him.  "You got to hire for intangibles. You've got to find someone who is smart, curious, and has the right personality and dig in."  He shares the importance and health benefits of "active" play.  "We know that we have the highest awareness, but awareness doesn't mean anything unless it turns into visits."  Cole discusses the importance of GX (guest experience), research, and branding.

    Highlights from this week’s “Marketing Today”:
    Josh's background and journey into marketing. 01:18
    A unique story: the big jump from financial services to marketing. 03:39
    The "soaring" business of Sky Zone. 08:21
    The key factors that differentiate Sky Zone from other parks. 11:56
    Three elements for how the "totality of marketing" comes into play. 16:22
    The challenges and opportunities for franchise marketing. 22:29
    Advantages of "Battle-tested" marketers. 27:25
    Sky Zone's partnership with Carnival Cruise Lines. 29:01
    Josh's defining moment/experience that makes up who he is today. 33:58
    Josh's advice for a young marketer starting out. 36:35
    Current brands to be watching. 38:39
    The future of marketing and opportunity for marketers. 41:09
    Linking commerce to culture, naturally. 42:53

     

    Resources Mentioned:
    Sky Zone'sWebsite
    Universal Studios Parks in Osaka, Japan
    Carnival Sky Zone at Sea
    Carnival Panorama
    Shaquille O’Neal Sky Zone Dunk Contest in LA
    Josh Cole on LinkedIn

     

    Subscribe the podcast:
    Listen in iTunes (link: http://apple.co/2dbdAhV)
    Listen in Google Podcasts (link: http://bit.ly/2Rc2kVa)
    Listen in Spotify (Link: http://spoti.fi/2mCUGnC )

    Connect with the Guest:
    https://www.linkedin.com/in/joshuacole/
    https://twitter.com/skyzone
    https://www.instagram.com/skyzone/

    Connect with Marketing Today and Alan Hart:
    http://twitter.com/abhart
    https://www.linkedin.com/in/alanhart
    http://twitter.com/themktgtoday
    https://www.facebook.com/themktgtoday/
    https://www.linkedin.com/company/marketing-today-with-alan-hart/

     

    Support the show.

    • 44 min

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