My Local Marketer Podcast

Maria Lloyd
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  • Marketing
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This podcast aims to shine a light on the successes, key learnings and insights from Reading's people and businesses. In the present and the past. We explore their recipes for success, the mistakes they've made and how you can avoid them, as well as inspirational stories that will give you a feel-good boost.

  1. 4d ago

    Ep.93 Sushmita Pati | How Kala the Arts Connects and Engages Diverse Audiences

    This episode features Sushmita Pati, Artistic Director and CEO of Kala the Arts, who discusses the development, outreach, and operational evolution of the arts and education charity celebrating South Asian culture. Sushmita shares her journey of introducing Odissi classical temple dance to the UK in 1986 and launching Kala the Arts in 1998 to bring diverse dance forms into schools, venues, and regional communities. She emphasises that while storytelling and classical dance captured early local interest, growing the organisation required overcoming artist shortages, managing multi-year production logistics, and cross-cultural bridging to attract performers and students from diverse backgrounds. The conversation explores the practical realities of building cultural engagement through diverse partnerships and fusion. Sushmita explains how Odissi dance has a meditative, yogic quality that enables it to cross cultural boundaries, leading to cross-style collaborations with contemporary dance and belly dancing. She also details the process of operating as an Arts Council England National Portfolio Organisation, detailing how Kala the Arts partners with venues, museums, and libraries to help regional entities build, diversify, and engage their audiences through workshops and public events. Finally, the discussion covers Sushmita's broader operational vision, community events, and future growth. She highlights signature initiatives like the outdoor Diwali parade in Reading, explaining the safety logistics and thematic choices that go into running accessible public festivals. She concludes by reflecting on post-COVID audience recovery, the potential for expanding digital outreach, and inviting local businesses and communities to engage with the charity as a vehicle for lifelong learning and creative connection.   KEY TAKEAWAYS 1. Warm-Up Engagement Before the Main Launch To successfully engage new or diverse audiences, businesses shouldn't rely on a single launch or campaign. Instead, run pre-launch workshops, taster sessions, and collaborative touchpoints. Giving potential customers a low-barrier, hands-on experience builds trust, demystifies the offering, and creates an invested, eager audience ahead of major events or product releases. 2. Win New Markets via Strategic Strategic Partnerships Expanding into unfamiliar demographics or new territories becomes significantly easier through cross-promotional partnerships. By co-creating value with established regional hubs (such as venues, local business groups, or community centers), businesses can plug into existing, trusted networks. This mutually expands reach while helping partner organizations diversify their own consumer base. 3. Shift Operational Mindsets from Short-Term Projects to Sustainable Systems Scaling an organization requires shifting from a "hit and run" project mindset to building long-term infrastructure. To grow sustainably, business leaders must secure dedicated, skilled talent, plan timelines well in advance, and establish continuous production pipelines rather than scrambling from one transaction or event to the next.   TIME CODES 00:00 Intro to Sushmita 00:59 What is Kala the Arts? 03:04 How and why Kala the Arts got traction and spread 05:09 Why is Odissi able to cross cultural boundaries easily? 07:03 Combining Odissi with other dance forms 08:10 How has Sushmita promote Kala the Arts broadly to get in front of a wider audience? 09:48 What type of big events work well for Kala the Arts 11:02 Challenges Kala the Arts has faced over the years 12:39 What questions do people ask Kala the Arts? 13:26 The benefits and limitations of doing sessions online 14:58 How Sushmita has developed Kala the Arts from a business perspective over the years 16:48 How Sushmita has handled the logistics of Kala the Arts 18:13 What is Sushmita's process for developing partnerships 19:43 How Kala the Arts help organisations to develop more diverse audiences 21:33 Lead times for developing new project relationships 23:28 How Sushmita and Kala the Arts developed the Reading Lights parade 24:34 Lessons from the early days of organising the Reading Lights parade 25:39 Has Kala the Arts developed in the way Sushmita thought it would? 27:03 Sushmita's final thoughts for listeners

    Ep.93 Sushmita Pati | How Kala the Arts Connects and Engages Diverse Audiences

  2. 6d ago

    Ep.92 Maria Lloyd | Mastering the Action Stage | The Sale Isn't the End, It's Just the Beginning

    In this episode, podcast host, Maria Lloyd, continues her deep-dive series into the AI-CAR growth funnel. This time the focus is on the Action stage—the fourth part of her five-stage AI-CAR model—where potential customers go beyond weighing their options and officially place an order. She emphasises that a business' work doesn't end when a customer buys, but rather begins, and success lies in exceeding expectations to ensure buyers never regret their decision. The conversation explores practical ways to create a smooth buying experience and avoid losing customers at the final step. Maria highlights tactics to delight buyers and draws from her own experience with the premium cat food brand Untamed. Finally, the discussion concludes with Maria's actionable advice for the week: evaluating your current ordering process by examining how to make buying easy, how to make customers feel valued, and how to deliver value at every single touchpoint.   KEY TAKEAWAYS The Sale is Just the Beginning: Maria highlights that a business' real work starts—not ends—when a customer places an order, making it critical to prove value and eliminate post-purchase regret right away. Frictionless Buying & Delighters: Success in the Action stage requires removing friction (like sudden hidden delivery fees or complicated checkouts) while adding small touches that delight, such as instant post-purchase freebies, order tracking, and thoughtful packaging.

    Ep.92 Maria Lloyd | Mastering the Action Stage | The Sale Isn't the End, It's Just the Beginning

  3. Aug 13

    Ep.91 Diana Finch | Business and Economic Lessons Behind the Bristol Pound

    This episode features Diana Finch, former Managing Director of the Bristol Pound CIC, who discusses the development, challenges, and lessons learned from running a pioneering local currency. Diana shares her journey of transitioning into the non-profit sector to address economic issues "upstream," explaining how the Bristol Pound was launched to keep wealth circulating locally and build community resilience. She emphasises that while the initiative captured passionate early support, scaling it required overcoming intense technical complexity and deep-seated operational friction for shoppers and independent traders alike. The conversation explores the structural realities of running a dual digital and paper currency system. Diana explains the complex regulatory integrations required with the local credit union, alongside point-of-sale accounting headaches for small business owners. She also details the dilemma of expanding beyond a highly ideologically driven core group (the "hair shirt" adopters), noting how technical barriers, strict ideological messaging, and grant-funding constraints hampered the broad adoption needed for long-term viability. Finally, the discussion covers Diana's broader vision for systemic economic change and non-financial metrics. She references behavioural economics to show how monetary framing alters human motivation, outlining concepts like tracking community goodwill and gift economies to prioritise social and environmental impact. She concludes by urging listeners and business owners to think beyond standard market compliance, embrace ground-up "Thrutopian" changes, and rethink how true value is measured.   Landing page: https://mylocalmarketer.co.uk/podcast/91/     TIMECODES 00:00 Welcome 00:32 Introduction to Diana Finch 02:30 About the Bristol Pound 06:53 Challenges | Funding and systems 13:40 Why get digital currency in place? 15:01 The challenges with finding funding 16:39 What is mutual credit? 18:22 Bristol Pound and businesses 22:14 Bristol Pound and customers 28:23   Solution to the Bristol Pound issues | Bristol Pay 31:03 Three horizons model 35:57 How we measure value and the impact of assigning monetary value 44:34 How this thinking helps small businesses 46:36 The role of local government & how they can use local currencies 51:37 How some small insights into the local economy can benefit businesses 52:22 Diana's closing thoughts

    Ep.91 Diana Finch | Business and Economic Lessons Behind the Bristol Pound

  4. Jul 30

    Ep.90 Thomas Clements | Communication secrets from the Cole Museum

    How do you take a topic that is traditionally seen as "dusty and boring" and turn it into something that completely captures the public's imagination? In this episode, Dr Thomas Clements, lecturer of invertebrate zoology and deputy curator of the Cole Museum, takes us behind the scenes of their incredible collection and shares the fascinating realities of his research. We also explore the art of science communication, breaking down how to connect with different audiences and navigate modern marketing challenges, including the rise of "platform fatigue". Finally, we head to the south coast for some local adventure at Lyme Regis, where Thomas shares his brilliant insider tips on how to successfully find your own fossils. This episode is packed with valuable communication insights, actionable advice, and fascinating research extracts.     TIME CODES 00:00 Welcome 00:24 Cole Museum study room | recording location 01:24 What is the Cole Museum 02:50 How the Cole Museum is organised | How to view it when you visit 04:09 Highlights in the Cole Museum 04:59 How the Cole Museum is a snapshot in time and highlights environmental pressures on animals today 05:37 Maria's highlights in the Cole Museum 05:58 How the Cole Museum seeks to bring fossils to life with models 07:40 Preservation of colour in the fossil record 10:52 Reading Dino trail 2026 | Display case in Cole Museum 13:30 Thomas' research 15:54 Case study from Thomas' research | Octopus and Squid 16:43 How Thomas and scientists communicate their work 19:41 What are the general public interested in 21:53 Important lesson for young people 24:00 Challenges with communicating today 27:12 Common fossils 28:31 Tips for finding fossils 30:52 Can fossils be donated to your chosen museum? 31:49 Thomas' closing thoughts

    Ep.90 Thomas Clements | Communication secrets from the Cole Museum

  5. Jun 10

    Ep.89 Jenny Halstead | Whiteknights Studio Trail: How to Build a Successful Event from Scratch

    This episode features Jenny Halstead, a painter, illustrator, and organiser, who discusses the history and logistical execution of the Whiteknights Studio Trail. Jenny shares her journey of launching the trail 26 years ago with co-founders Susanna Beer and Pip Hall to combat the lack of exhibition spaces in Reading, highlighting how the event has evolved into an annual walking tour. She emphasises that a truly successful community event is one built on clear objectives, simple systems, and a dedicated core of participants who are personally invested from day one. The conversation explores the structural and operational timelines necessary to run a seamless community art trail. Jenny explains her deliberate shift in managing the trail's scale: rather than allowing unmanaged growth, she prioritises a strict January selection process that balances a reliable core group with 50% new talent to maintain high standards and keep the walking route manageable. She also details the financial and administrative strategies used to encourage commitment, such as charging artist subscriptions to guarantee deadline compliance and securing long-term sponsorship from the University of Reading. Finally, the discussion covers Jenny's upcoming projects, including her creative contributions to the June 2026 arts trail, where she will display landscapes, sketchbooks, and collaborative dinosaur illustrations tied to Reading's Summer Dino Trail. She concludes by encouraging listeners and local business owners to stop shying away from unique collaborations, reminding them that "if you don't ask, you don't get," and urges aspiring organisers to confidently pursue their own event ideas.     KEY TAKEAWAYS 1. The "If You Don't Ask, You Don't Get" Rule for Growth You cannot expand your business or your event by waiting for opportunities to come to you. Jenny's success with her illustrated book and subsequent museum exhibition happened purely because she approached potential partners with a good idea. Whether it is pitching an empty wall space to a local business or securing a major sponsorship, taking the initiative costs nothing and can unlock massive collaborative value. 2. Connect Deeper by Sharing Your "Behind-the-Scenes" Process True customer connection happens when you look past the finished product and invite people into your journey. By putting out raw sketchbooks and communicating the real decisions, mistakes, and tools behind the art, Jenny turns a passive viewing experience into an interactive educational moment. Business owners can replicate this by showcasing their own back-end processes to build trust, spark conversation, and engage their audience on a human level. 3. Secure Team Commitment by Ditching "Free" If you want an event or collaboration to run smoothly, people need to be personally invested. Jenny emphasises that charging participants a small subscription fee completely shifts their mindset. Unlike free events where people often sign up but easily drop out, a minor financial commitment keeps your team motivated, holds them accountable, and ensures everyone hits their deadlines on time.   TIMECODES 00:00 Welcome! 00:26 What is Whiteknights Studio Trail 00:55 How the trail came about and how it's kept fresh every year. 03:58 Steps needed to set up the trail 05:14 Funding the trail: University of Reading sponsorship and artist subscriptions 05:56 How the University of Reading sponsorship started 07:01 How Jenny has avoided big challenges in running the Whiteknights trail/advice for people wanting to organise a trail 09:29 Advice for businesses/artists who want to collaborate 11:30 If you don't ask, you don't get!: Jenny's Harris Garden collaboration 14:21 What Jenny is showing on the 2026 arts trail 15:18 Purpose of the Whiteknights Art Trail & communication tips for businesses 16:24 Jenny's dinosaur cards connected to the Reading summer trail 17:42 University of Reading centenary exhibition popup on Whiteknights Summer Trail 18:42 How Jenny can keep people on track and to deadlines for the summer trail 19:49 Jenny's plans for the trail moving forwards 20:58 Jenny's step by step guide on how to set up your own event 22:34 Funding: allow enough time before your event to apply for funding 23:01 Consider what's free and what's paid 24:04 Jenny's final thoughts

    Ep.89 Jenny Halstead | Whiteknights Studio Trail: How to Build a Successful Event from Scratch

  6. Apr 23

    Ep.88 Kevin Harrington | Why Only 1 in 5 Businesses Successfully Sell—And How to Be One of Them

    This episode features Kevin Harrington, a partner at Exit Factor, who discusses the critical importance of business exit planning for SMEs. Kevin shares his journey from civil engineering into marketing and business brokerage, highlighting how he and his partner Darrell launched their UK operations in Reading in early 2026. He emphasises that a truly successful business is one built to be "exit-ready" from day one, ensuring it is well-run, replicable, and not entirely dependent on the owner. The conversation explores the structural and operational shifts necessary to increase a company's valuation. Kevin explains his shift in measuring success: rather than focusing solely on suppressing tax, he prioritises demonstrating consistent profit streams and reducing risk. He also details the "Iceberg of Ignorance," a concept used to encourage owners to engage their frontline staff to identify 100% of organisational problems and foster a better culture. Finally, the discussion covers Kevin's upcoming projects, including Exit Factor's ambitious goal to open 30 offices across the UK within the next five years. He concludes by encouraging listeners to stop putting off the exit conversation and to seek an assessment early to ensure they have the freedom to exit on their own terms.   KEY TAKEAWAYS Your Business is Your Pension—Treat It Like One Most business owners view their company as their primary retirement fund, yet 80% of businesses fail to sell. To avoid retiring with a value "close to zero," you must shift your mindset from daily survival to growing asset value. This involves moving away from suppressing profits to avoid tax and instead demonstrating a clean, consistent profit stream that a buyer can actually believe in.   De-risk to Drive Your "Multiplier" The value of your business is determined by Profit multiplied by a Multiplier (V = P X M). While profit is important, the multiplier is a direct measure of risk. You can significantly increase your valuation simply by reducing risks.       Use Data to Uncover the "Iceberg of Ignorance" Don't manage by "gut feel" alone; measuring performance naturally leads to improvement. Harrington highlights that while a CEO might only see 4% of organisational problems, the frontline staff see 100%. By using data to identify which customers are actually profitable versus those that "consume the most support time," and by involving your team in finding these solutions, you create a more efficient, "match-fit" business that is far more attractive to potential buyers.     TIME CODES 00:00 Welcome to Kevin 00:24 Kevin's background 01:28 What is Exit Factor and how it helps business owners. 02:38 When should people think about preparing a business for an exit? (The answer may surprise you.) 06:03 Points that make a business appear 'risky' to potential buyers. 07:27 Good business practices for one-person businesses 09:11 How important are processes and data in contributing to the value of a business? 12:36 How to use data effectively 13:19 Get your team involved & Yoshida's Iceberg of Ignorance 15:30 What aspects of exiting do business owners mainly struggle with? 20:47 Exit Factor's typical client 22:33 How Kevin communicates information to potential clients 24:24 How the value of a business is calculated 28:21 Bring people with you on the journey and why cutting costs doesn't work to grow a business 30:32 Why communication is the most important skill 32:45 Why Exit Factor chose Reading for their first UK office 34:29 Exit Factor's plans going forwards 38:55 Kevin's final thoughts and tips

    Ep.88 Kevin Harrington | Why Only 1 in 5 Businesses Successfully Sell—And How to Be One of Them

  7. Apr 16

    Ep.87 Maria Lloyd | Turning "Maybe" into "Yes": Mastering the Consideration Stage

    In this episode, podcast host, Maria Lloyd, continues her deep-dive series into growth funnels. Maria focuses on the Consideration stage—the third part of her five-stage AICAR model—where potential customers are actively weighing different options to solve a specific problem. She emphasises that success in this stage stems from a deep understanding of the audience's pain points and clearly articulating how a business can solve those problems through their website and other marketing channels. The conversation explores the necessity of Authority and Risk Mitigation to convert leads into sales. Maria explains how to build trust by using case studies, qualifications, and valuable content to demonstrate past success. She also provides practical strategies to make an offer more tempting, such as using free trials, split payment schemes, and clear deliverables tailored to different personality types, whether they are data-driven or visual learners. Finally, the discussion covers Maria's actionable advice for the week: identifying three reasons why a customer should trust you and three ways to make a solution feel risk-free. She concludes by encouraging listeners to focus on providing genuine value, reminding them that they must prove themselves to their audience.   KEY TAKEAWAYS Zero In on the Audience's Specific "Pain" Maria emphasises that the consideration stage is where you must move beyond general awareness and deeply understand how your audience describes their problem. Business owners should identify whether their prospects are already looking for a solution or if they are still only feeling the "pain" without knowing the cause. Establish Authority Through "Proof of Success" Because potential clients are likely weighing you against several competitors, building trust is non-negotiable. Maria suggests using case studies as a primary tool to demonstrate that you have successfully solved similar problems before, which helps prospects visualise how your service works creatively for them. Beyond qualifications, you can develop this authority by consistently delivering valuable, and/or helpful content that builds a long-term relationship with your audience before the sale even happens. De-Risk the Deal with "Tempting" Incentives Even when an audience trusts your capability, the fear of making a wrong choice can prevent them from crossing the finish line. Maria advises business owners to make their solutions look as risk-free as possible by offering split payment schemes, free trials, or bonuses for acting by a certain date. Tailoring your presentation—such as using data-driven logic for analytical types or visual layouts for visual learners—ensures that the value of your work is highlighted in a way that resonates with the individual's personality.     TIME CODES 00:00 Welcome & Introduction 00:39 What is a growth funnel 00:54 What is the Consideration stage and how to streamline this stage. 01:12 Point one: Audience 02:17 Point two: Authority 03:53 Point three: Risk mitigation 05:31 Summary 06:01 Your challenge for the week 06:27 Final thoughts

    Ep.87 Maria Lloyd | Turning "Maybe" into "Yes": Mastering the Consideration Stage

  8. Apr 9

    Ep.86 Lynn Mead | How Professional Speaking Drives Business Growth and Connection

    This episode features Lynn Mead, a leadership and career coach, director and founder of Dynamic Focus Limited, and regional president for the Thames Valley Professional Speaking Association (PSA). Lynn discusses her transition after spending over thirty years in local government, evolving from a public sector accountant into a business owner focused on elite athlete career transition. She emphasises that successful leadership stems from understanding 'one's brilliant self' and applying the critical soft skills developed through sports directly into the workplace. The conversation explores the benefits of the PSA for business owners looking to stand out. Lynn also explains her shift in managing the Thames Valley region: she prioritises growing a local community by shifting to a 5:30 PM start time with informal networking, keynote speakers, and focused workshops to keep members engaged in the ecosystem. Finally, the discussion covers Lynn's upcoming projects, including her major goals for growing the Thames Valley region's visibility and membership. She concludes by encouraging listeners to connect with her or Maria on LinkedIn to become part of a highly inclusive and supportive local community that offers everything from masterclasses to valuable networking.   Key Takeaways Leverage Your "Sporting Soft Skills" for Leadership Lynn emphasises that the "critical skills" required to lead a business—such as resilience, discipline, and teamwork—often stem from one's background in sports. Business owners should identify their "brilliant selves" by recognising how their outside passions and past experiences have equipped them with a unique package of arrows for their professional bow. By bringing these "leadership lessons" into the workplace, you can create a unique selling point that helps you stand out in a crowded niche. Master the "Diva on Stage, Delight off Stage" Philosophy To grow a business, you must be able to capture and hold an audience's attention. Lynn shares a core PSA philosophy: when you are performing or presenting, you must be a "diva" by being highly entertaining and engaging. However, once you step off the stage, you should be a "delight"—approachable, helpful, and inclusive—to build the authentic connections and networks that sustain a business over the long term.   Use "The Power of the Pause" to Increase Impact Communication is a fundamental tool for any leader, but high-pressure situations often cause speakers to rush. Lynn advises business owners to consciously slow down their speech to improve clarity and tonal variety. By utilising the "power of a pause," you give your audience—whether they are clients or employees—the necessary time to actually absorb and process the value of what you are saying.     TIME CODES 00:00 Welcome to Lynn 00:55 Lynn's background and how she came to start her business 03:22 Why Reading is a good place to have your business 04:20 What is the PSA? 05:41 What Lynn and I both like the PSA 07:01 What is the difference between the PSA and Toastmasters? 09:25 Getting Feedback at the PSA 10:03 How business owners can benefit from joining the PSA 10:46 How the PSA is inclusive 11:45 What happens at a PSA Thames Valley meeting 14:45 How people can get value from professional speakers 15:52 What has Lynn got from being part of the PSA? 16:39 Lynn's closing top tips

    Ep.86 Lynn Mead | How Professional Speaking Drives Business Growth and Connection
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This podcast aims to shine a light on the successes, key learnings and insights from Reading's people and businesses. In the present and the past. We explore their recipes for success, the mistakes they've made and how you can avoid them, as well as inspirational stories that will give you a feel-good boost.

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