2. How to avoid the "lazy" media mix trap

Most brands talk about diversifying their media mix. Soundboks is actually doing it!

In this episode of Connecting the dots, we explore how the Danish portable speaker company is moving away from short-term performance loops and towards a brand-first, full-funnel strategy –starting with two unexpected cities.

🎙️ Carol Nachbaur – VP of Marketing at Soundboks

🎙️ Mickey Cavonius – Partner & CCO at Precis

🎙️ Simone Engbo Hansen – Global Content Lead at Precis

Together, they dissect how to invest in cultural relevance, build brand equity, and rethink what success looks like, all without burning your media budget.

Timestamps

00:00 Intro – What this episode is really about

01:18 Meet the guests – Who are Carol and Mickey?

03:00 Soundboks’ full-funnel pivot: from discounts to brand building

05:40 Why they picked Cologne and Chicago (not Berlin or LA as you might think)

08:50 What is the “lighthouse tactic” and why does it work?

10:45 Why the easy media mix can hurt long-term growth

13:50 Scrappy, not sloppy: creative ways to diversify

15:40 From brand moment to retargeting funnel: offline meets digital

18:00 Leading indicators vs lagging results – tracking what actually works

21:50 Why coolness, community and cultural fit matter

25:00 Aligning your entire org around one experience

27:30 “Own the Party” – the new Soundboks brand direction

30:00 Final thoughts – what marketers should focus on next

Key takeaways from the episode

• Don’t just chase efficiency, build a solid presence from top to bottom.
• Smaller cities can drive bigger brand impact if you go deep.
• Revenue is a result, not your only KPI.
• Offline moments feed digital performance, but only when done right.
• If you’re stuck, the problem might not be your funnel. It might be your mix.

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About Connecting the dots

Connecting the dots gives you clarity in the chaos of modern marketing. We present straight-talking insights on the trends that matter to marketers right now, powered by Precis’ expertise in data, media, creative, and technology.

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