Create Your Edge: A Marketing Podcast

Creative Edge, Inc
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  • MARKETING
  • UPDATED BIMONTHLY

Every episode we learn about the history of marketing, take an expert lead deep-dive into a new marketing topic, and have a little bit of fun.

Episodes

  1. 07/05/2022

    #009 - Real Talk with Local Real Estate Legends

    On this episode of Create Your Edge we sat down with 3 local real estate legends to talk all things real estate!

    33 min
  2. #008 - The Customer Journey: A Path to Brand Domination

    08/04/2021

    #008 - The Customer Journey: A Path to Brand Domination

    Create Your Edge: A Marketing Podcast is back again! This month we’re discussing the customer journey. What is it? What steps can your business take to help customers engage in your journey? Find out on this episode of Create Your Edge! Introduction - Welcome to Create Your Edge: A Marketing Podcast. I'm your host Bryan Schilligo. I’m joined this week by Creative Edge’s Director of Development Zack Koeller and Development Specialist Payton Beck.  They’ve prepared some great information about the customer journey and how you can implement it in your small business marketing plan. In just a minute we’ll be discussing the customer journey , but first we’re going to take a quick trip to the past for This Week in Media History. This Week in Media History On August 3, 1977 Radio Shack  unveiled the TRS-80 personal computer, which with the Apple and Commodore would form the “1977 Trinity” of mass-produced and  mass-marketed home computers. The TRS-80 had a full-stroke QWERTY Keyboard, a Zilog Z80 processor, and 4 KILObytes of DRAM (Which was 4 times as much as many similar 8-bit computers at the time).   The computer launched at a starting price of 600 dollars in 1977 which is equivalent to roughly $2600 in 2020.  The TRS, Apple, and Commodore would go on to dominate the market and usher in the true beginning of the computer age. Main Discussion - What is a customer journey? Overall definition of customer journey - Awareness: grab a consumer’s attention to attract them toward your product or service How many times have you seen an ad on Facebook that made you think “I need that.” Even though that was the first time you’d ever seen or thought about that product? Findability: the businesses who win are the ones that are the most findable Most people aren’t as impulsive as advertisers want them to be. Customers will most likely sleep between now and the time they see your ad. You need to be there when they come back around. We live in a world where buyers have all the power and knowledge at their fingertips. They are going to Google your product and if you’re not there, and your competitors offer a suitable alternative, you’ve just lost. Reputation: reviews & social media; almost 9 out of 10 people will hesitate purchasing from a company with bad reviews Conversion: Virtual doorway for customers to enter your business, regardless of whether or not you sell your products/services online, it’s imperative that all businesses have a website presence You should put just as much emphasis on your customer’s experience online as you do when they’re in-store. Advocacy: a raving fan from a amazing products or services, and leveraging their enthusiasm to your benefit Outro - Thanks for joining us for another episode of Create Your Edge! Until next time, remember to get out of the damn box and go be extraordinary.   Create Your Edge is a production of Creative Edge Inc., a full-service marketing company headquartered in Cape Girardeau, Missouri. Remember to subscribe on iTunes, Stitcher, Spotify or anywhere else you’re enjoying our show. You can also stay in touch through Facebook, Instagram, or Twitter. Just search for Creative Edge in Cape Girardeau, Missouri.

    24 min

  3. 01/14/2021

    #007 - Small Business Marketing with Premier Physical Therapy

    It’s the return of Create Your Edge: A Marketing Podcast! This month we sit down with Dennis Riney, Founder and CEO of Premier Physical Therapy to talk all things small business marketing.  What are some of the marketing challenges small businesses face, and how can you overcome them? Find out on this episode of Create Your Edge! This Week in Media History: This week in January of 1838 the first telegram in the United States was sent by Samuel Morse.  It traveled across 2 miles of wire at Speedwell Ironworks near Morristown, New Jersey. Main Discussion: Small Business Marketing with Dennis Riney of Premier Physical Therapy Name the Noise: In this segment I play a short audio clip that is related to marketing or the history of marketing in some way.  It’s your job as our listeners to figure out what the sound is. Outro: Thanks for joining us for another episode of Create Your Edge! Come back next month when I’ll be joined by a new expert to break down another marketing topic.  Until that time remember to get out of the damn box and go be extraordinary.   Create Your Edge is a production of Creative Edge Inc., a full-service marketing company headquartered in Cape Girardeau, Missouri. Remember to subscribe on Youtube, iTunes, Stitcher, Spotify or anywhere else you’re enjoying our show. You can also stay in touch through Facebook, Instagram, or Twitter. Just search for Creative Edge in Cape Girardeau, Missouri.

    27 min
  4. #006 - The Rise of Streaming TV and Eduflix

    07/30/2020

    #006 - The Rise of Streaming TV and Eduflix

    Introduction - Welcome to Create Your Edge: A Marketing Podcast. I'm your host Bryan Schilligo. Every month we learn about the history of marketing, take an expert-lead deep dive into an interesting new marketing topic, and have a little bit of fun. On today's episode I’m joined by Digital Marketing Strategist Travis Grither.  In a minute we’re going to be talking about the changing landscape of media and media consumption, but first… This Week in Marketing and Media History This week in 1896 what is believed to be the world’s first for-profit movie theater opens in New Orleans. The theatre was called Vitascope Hall after the Vitascope - an early film projector.  In the hall about 400 patrons would sit and watch 10-12 short films. The price of admission? 10 cents.  For an extra 10 cents the patrons could visit the projection boot and watch the Vitascope in action and for ANOTHER 10 cents they could take home a scrap piece of film.  It was so popular that the price of admission quickly increased to 50 cents.   Maybe one day we’ll get a chance to go back to a movie theatre, but luckily for us media consumption has changed a little bit since 1896.  Which brings us to our main discussion - The Rise of Streaming TV. Main Discussion - The rise of streaming TV - Cord cutters: Tired of overpaying for cable/satellite subscriptions - Contracts force consumers into long term deals that limit their options. - Constantly changing prices: Unexpected price jumps make traditional TV subscriptions financially problematic. - Instant gratification society: “Appointment viewing” - Binge-mode: Binging is how this generation consumes content.  Streaming services make binge-viewing easy and enjoyable. What is “Subscription Fatigue?" - Subscription Fatigue: Tired of having several subscriptions - SVOD vs AVOD: Subscription Video on Demand provides content for a subscription fee.  Advertising-based Video on Demand  provides free content by requiring viewers to watch ads.  Both models have their uses, and both models have their downsides.   - 73% of those who stream also consume ad supported content Eduflix Preview Eduflix delivers engaging, on-demand content to students, parents, alumni, and more all from the comfort of their own homes. One stop for: Dorm tours Campus life Showing off your students creative content Highlight your faculty Feature your athletics Highlights, interviews, etc. Broadcast live events. Name the Noise Episode 5 Answer: The man speaking in that clip was Steve Sasson who invented…. The first self-contained digital camera which is what he’s talking about in that clip.  Sasson invented the camera in 1975 while working for Kodak.  The camera weighed 8 pounds, had a resolution of 100 x100 which is .01 megapixels (by comparison most modern digital cameras have anywhere from 6-50 with most falling in the 10-20 megapixel range.) and the process of recording a single black and white picture to the storage cassette took 23 seconds. Product Pitch Zeke and Travis compete to improvise the best marketing pitch for made-up products. Outro Thanks for joining us for another episode of Create Your Edge! Come back next month when I’ll be joined by a new expert to break down another marketing topic.  Until that time remember to get out of the damn box and go be extraordinary. Create Your Edge is a production of Creative Edge Inc.

    30 min
  5. #005 - Streaming TV Apps: The Future of Content Marketing

    06/15/2020

    #005 - Streaming TV Apps: The Future of Content Marketing

    Introduction Welcome to Create Your Edge: A Marketing Podcast. I'm your host Bryan Schilligo. Every month we learn about the history of marketing, take an expert-lead deep dive into an interesting new marketing topic, and have a little bit of fun. On today's episode I’m joined by  Streaming TV  specialist Jacob King.  In a minute we’re going to be talking about a very exciting new tool that gives companies their very own custom streaming platform, but first... This Week in Marketing History Today is June 15th! This week  in 1955 Tim Berners-Lee was born in London, England.  Tim Berners-Lee is an engineer and computer scientist and he’s most well known for inventing the world wide web. In 1989 while working at CERN (most people are familiar with CERN thanks to their large-hadron collider which slams subatomic particles together at incredibly high speeds in an attempt to unlock the mysteries of our universe) Berners-Lee proposed a project that would combine the concept of hypertext (text displayed on a computer that hyperlinks to other text that is immediately accessible) with the internet. This idea was the genesis of the world wide web.  Berners-Lee would go on to publish the very first web site on December 20, 1990. Main Discussion (Streaming TV Apps) What does a streaming app do? All of your videos in one place Available on Roku, Fire, Apple TV, Integration with the Edge to seamlessly create and distribute videos to all platforms (Streaming apps, YouTube etc) Similar to Netflix Who is the app for? Right now  we offer app building and maintenance services for churches, and real estate companies, but this is an ever expanding field and we’re planning to offer the service to many more If you produce video content. An app is the place to house your video content, share it with your friends, fans, and family, and offer new potential customers one place to see everything you offer. I already offer streaming through other services. Why should I have an app? No ads No competition, Increase your market share Personalize the experience Live streaming and produced videos in one location. Become the go to resource in your community. Name the Noise  It’s time for Name the Noise.  In this segment I will play a short audio clip that is related to marketing or the history of marketing in some way.  It’s your job as our listeners and viewers  to figure out what the sound is. Listener Questions In future episodes we want YOUR questions! If there’s something YOU want to ask us check out our social media for upcoming show topics and submit your questions! Product Pitch! Jacob and Julie compete to improvise the best marketing pitch for their made-up products. Outro Thanks for joining us for another episode of Create Your Edge! Come back next month when I’ll be joined by a new expert to break down another marketing topic.  Until that time remember to get out of the damn box and go be extraordinary.   Create Your Edge is a production of Creative Edge Inc., a full-service marketing company headquartered in Cape Girardeau, Missouri. Remember to subscribe on iTunes and Spotify or anywhere else you’re enjoying our show. You can also stay in touch through Facebook, Instagram, or Twitter. Just search for Creative Edge in Cape Girardeau, Missouri.

    32 min

  6. 05/05/2020

    #004 - Why You Need Creative Video

    This Day in Marketing History - Today is May 5th: On this day 1864 Nellie Bly was born in Cochran’s Mills, Pennsylvania.  Nellie was an incredibly talented woman in several fields, but is probably most known as a journalist.  She famously traveled around the world in 72 days. After being inspired by Jules Verne’s famous “Around the World in 80 Days” she convinced her editor at the New York World to let her make the trip which ended up setting a world record.    Maybe more impressive was an earlier expose where she feigned mental illness in order to go undercover in the Women’s Lunatic Asylum in New York where she exposed all manner of abuse, cruelty, and neglect. She spent 10 days in the asylum and her report would go on to become a sensation leading to sweeping reforms within the mental health institution.   Nellie Bly is widely credited with pioneering the new field of investigative journalism. If you’re looking for the perfect example of someone committed to pushing boundaries and getting “outside the box” look no further than Nellie Bly. Introduction to guest and topic - On today’s episode I’m joined by our Creative Director Justin Dambach and Senior Video Producer and Motion Graphics Editor Conrad Dean. Justin and Conrad welcome to the show.    Why You Need Creative Video Video is Expected by Audiences now Ideas are the core, not technology If you don’t have video, it’s already damaging to your image How to stand out? Just having video isn’t enough, you need high-end creative video. What is Creative video? You have to make a statement that gets your audience to remember you. Unique ideas, stand out from what your competition is doing .Your competition has a bunch of clean, uptight testimonial videos highlighting their leadership? Don’t do what they’re doing.  Highlight your employees.  Highlight your customers. Transform Your Image Video can elevate your brand, but it can also damage your image in the worst case scenario. Copying your competition or putting out low-effort productions are sure ways to damage your brand Your video content needs to be everywhere, and needs to suit each platform. There are so many services for sharing video now.  It’s important to be active on as many platforms as possible with appropriate video Name the Noise - It’s time for Name the Noise.  In this segment I will play a short audio clip that is related to marketing or the history of marketing in some way.  It’s your job as our listeners and viewers  to figure out what the sound is. Listener questions - In future episodes we want YOUR questions! We’ll be devoting a whole segment to answering your burning marketing dilemmas so if there’s something YOU want to ask us check out our social media for upcoming show topics and submit your questions! Product Pitch - In this segment I give each guest a customer they will be selling to (dog owner, teacher, butcher, farmer etc.) and a handful of cards with words on them. The guests then picks two of the words to combine into a product and then they each have ~1 minute to sell me (playing the customer) the product.  I will then decide who had the better pitch. Outro - Thanks for joining us for another episode of Create Your Edge! Come back next month when I’ll be joined by a new expert to break down another marketing topic.  Until that time remember to get out of the damn box and go be extraordinary.

    23 min
  7. #003 - How to Market During a Crisis: 4 Expert Tips You Can Apply Today

    04/14/2020

    #003 - How to Market During a Crisis: 4 Expert Tips You Can Apply Today

    On this episode we have some simple advice from two digital marketing experts that can help you navigate the digital marketing landscape during turbulent times. This Day in Marketing History - Today is April 14th: In 1894 the first public kinetoscope parlor opened in New York City.  The kinetoscope was one of the earliest motion picture exhibition devices.  One person at a time would walk up to the machine, which was roughly the size of a mailbox, look through a peephole in the top of the box, and view a short film played within.   Thomas Edison was one of the pioneers of kinetoscope technology, and he would quickly added sound to the device with a phonograph creative the “Kinetophone”.  But the popularity of the kinetoscope wouldn’t last long as film projection that allowed for entire rooms full of people to view a film  became more and more popular. Introduction to guest and topic - Let’s fast forward from the dawn of the motion picture in 1894 to 2020 and the constantly evolving world of social media marketing. On today’s episode I’m joined by our director of digital strategy Cody Lunsford and Digital Marketing Strategist Myles Murphy. Cody and Myles welcome to Create Your Edge. Main discussion (How to Market During a Crisis: 4 Expert Tips You Can Apply Today) 1. Digital attention is at an all-time high social media usage is surging, which also means available impressions is also increasing Obviously, do what’s best for your business, but those who can afford to keep their campaigns running for the next 30, 60, 90 days will be doing so in a more favorable market for attention. 2. Many of your competitors are pausing their campaigns Analysts are predicting that Facebook's ad revenue, based on the current situation, will decline by 19% for the year, or around $15.7 billion in total. You can see that from two perspectives: “oh man, I better stop advertising since everyone else is” or “That's a lot of potential competition that won't be competing for our shared audience.” We aren’t saying every business needs to go “full throttle” with their marketing, but you also don’t want to go fully silent with your marketing either. Every business is different, for example we just met with a local physical therapy client and even though they can’t meet with patients in person, their focus is on the clients they have now and one way they are staying current is by sending handwritten letters to all past and current patients, and the owner has made it a challenge for his team to try and make like 1,000 calls to past/current patients to check in on them. 3. Brand awareness is a low-cost objective geared towards generating as many impressions as possible among your target audience in the hopes of generating greater brand recall. Facebook measures this by asking those who were served the ad if they remember seeing it two days after being served. Even if you aren’t hard selling your product or service, you are still building an audience and gaining data insights that you can use once everything is back to normal again. Examples: video views campaign, brand awareness objective, website traffic campaigns with the pixel tracking, these can all be used now in the short term, that have huge long term benefits. 4. You have the opportunity to serve people now, and win business later By just changing your message now in the short term, that can help you win the trust and admiration of your customers/clients in the long term.

    22 min

  8. 03/30/2020

    #002 - Thriving over Surviving in Uncertain Times

    Should you advertise during the COVID 19 pandemic? Is advertising during a down market worth it? What's the best way to market your company right now? Answers to those questions and more on this episode of Create Your Edge: A Marketing Podcast. Welcome back to a special “socially distant” episode of Create Your Edge: A Marketing Podcast. I’m your host Bryan Schilligo, and joining me on today's episode is Varonnica Kirn, our Vice President of Client Success, and Austin Bollinger, Vice-President of Strategic Development. How are you both doing? This episode isn’t going to follow our normal format because this is a special topic that we wanted to address, and we’re all recording from our own homes right now, but we thought it was important to get together and discuss what companies should be doing during this turbulent and unsure time. 1) Should you continue advertising and marketing during these uncertain economic times? YES What happens if you stop advertising when the economy is struggling? Research has shown over and over again that companies that stop marketing stop growing. In the 1990-91 recession, Pizza Hut and Taco Bell took advantage of McDonald’s decision to drop its advertising and promotion budget. As a result, Pizza Hut increased sales by 61%, Taco Bell sales grew by 40% and McDonald’s sales declined by 28%. Here’s another example. During the 1981-82 recession McGraw Hill research analyzed 600 companies and found that sales of companies that were aggressive recession advertisers had risen 256% over those that didn’t keep up their advertising. 2) Why does advertising during uncertain times or when the economy is struggling work? Build Market share Companies are cutting their advertising. This means you will stand out! Your message is more likely to be noticed due to fewer ads in the market Your business is more likely to be remembered when everyone starts advertising again Captive Audience People are literally stuck inside watching content Total internet hits have surged by between 50% and 70%, according to preliminary statistics. Streaming has also jumped by at least 12%, estimates show.  (From Forbes) You project a sense of stability. Reinforcing your customers faith in your company. It’s cheaper. Airtime for placement is more affordable.  This makes it a great time to purchase airtime. 3) Ok we know that you should continue advertising during uncertain market times, but how should you do it? Be conscious of the content that you publish. Center Content around mental health and keeping healthy. Focus on company values. Resources: https://www.asicentral.com/html/open/ProductsAndServices/supp/pdfs/Advertising_in_a_recession.pdf https://www.forbes.com/sites/bradadgate/2019/09/05/when-a-recession-comes-dont-stop-advertising/#7493c6294608 https://www.ocreativedesign.com/when-times-are-good-you-should-advertise-when-times-are-bad-you-must-advertise/ https://www.forbes.com/sites/paultalbot/2020/03/19/how-the-coronavirus-pandemic-impacts-marketing-strategy/#335aea6a4dc2 https://thriveagency.com/news/10-digital-marketing-ideas-to-consider-during-the-coronavirus/ https://www.forbes.com/sites/markbeech/2020/03/25/covid-19-pushes-up-internet-use-70-streaming-more-than-12-first-figures-reveal/#961d23c3104e

    20 min
  9. #001 - Finding Your Magic with Jason Wray

    03/09/2020

    #001 - Finding Your Magic with Jason Wray

    Welcome to Create Your Edge: A Marketing Podcast. I'm your host Bryan Schilligo. Every month we learn about the history of marketing, take an expert-lead deep dive into an interesting new marketing topic, and have a little bit of fun. Introduction to guest and topic - On our very first episode I’m joined by the Founder and CEO of Creative Edge, Jason Wray.  Jason thanks for joining us today!  Let’s go ahead and get to our first segment - This Day in Marketing History. This Day in Marketing History - Today is March 10th On this day in 1847, Alexander Graham Bell made the very first telephone call.  Bell called his assistant, Thomas Watson, who was listening on a receiver in the next room, and famously said “Mr. Watson--come here-- I want to see you.” As is the case with many inventions Bell wasn’t the only person working on the telephone. Bell’s most prominent competition was Elisha Gray whom some authors think should be considered the TRUE inventor of the telephone, alleging that Bell stole the idea of using a liquid transmitter (A key element of the telephone)  from Gray.   As to who should ACTUALLY get credit for inventing the telephone -- the story is far too complicated to settle here, but it is a fascinating affair full of rumors, accusations and court cases. But whoever should get credit for inventing the phone it’s safe to say our industry and countless others  wouldn’t be the same if it hadn’t been for that first humble telephone call. Main discussion - So Jason our podcast is called Create Your Edge, and that name is obviously inspired by the name of our company, Creative Edge, why don’t you tell us a little bit about how Creative Edge was born and why you chose that name. So let’s talk about what this show is and why we’re doing it. So that’s a little bit about us and what you can look forward to on this show.  Now let’s get to our next segment where you, the listener, get to join in on the fun. Name the Noise - It’s time for Name the Noise.  In this segment I will play a short audio clip that is related to marketing or the history of marketing in some way.  It’s your job as our listeners and viewers  to figure out what the sound is. Follow us on Facebook, Twitter or Instagram and comment your guess on this episode’s post. While you’re doing that go ahead and subscribe to our channel to make sure you don’t miss an episode.  We’ll reveal what the sound was in the next episode! Listener questions - In future episodes we want to hear YOUR questions! We’ll be devoting a whole segment to answering your burning marketing dilemmas so if there’s something YOU want to ask us check out our social media for upcoming show topics and submit your questions! Product Pitch - I give the guest a customer they will be selling to (dog owner, teacher, butcher, farmer etc.) and a handful of cards with words on them. The guest then picks two of the words to combine into a product and then they have ~1 minute to sell me (as the customer) the product. Thanks for joining us for the very first episode of Create Your Edge! Come back next month when I’ll be sitting down with Creative Edge’s Director of Digital Strategy, Cody Lunsford and Digital marketing strategist Myles Murphy to talk about Facebook marketing and more.  Until that time remember to get out of the damn box and go be extraordinary.

    25 min
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Every episode we learn about the history of marketing, take an expert lead deep-dive into a new marketing topic, and have a little bit of fun.

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