Orange Label Advertising
The 19: Entrepreneur Edition with Gary Ware
When it comes to on-the-spot thinking and creative projects that make the client go “wow”, Strategic Play Expert Gary Ware knows the secret. It’s play, of course! With a motto that “Employees that play together, stay together,” Gary shares how play is the “superfood of behavior,” and the benefits it can provide to employees’ and business’ well-being. Listen now in this special episode of The 19: Entrepreneur Edition.
Rochelle Reiter: [00:00:05] This is the 19. In 19 minutes or less game changing insights from Orange Label. Well, actually this one, we broke the rules because we had so much fun with Gary Ware we went a little longer than 19 minutes, so I hope you enjoy this episode.
Rochelle Reiter: [00:00:24] Hello and welcome to the 19: Entrepreneur Edition! I’m Rochelle Reiter, President of Orange Label. Between the last quarter of the year and the holidays quickly approaching, life always seems to go into overdrive. To combat the stress in the workplace burnout that may come along with this today’s episode is all about the importance of play. And who better to talk about this topic than creative play strategist Gary Ware? Gary is the founder of Breakthrough Play, a training program that teaches professionals how to embrace the power of play, and he’s given TED talks, webinars and thousands of workshops about it. Gary, welcome to the 19. We’re thrilled to have you here today.
Gary Ware: [00:01:01] Thank you so much for having me. I am so excited to be here.
Rochelle Reiter: [00:01:10] I know you’re big on play in the workplace, so I thought we would start this episode off with a game if that’s OK with you?
Gary Ware: [00:01:17] Oh yes, my favorite way to kick things off and the game that I have in mind, especially since we’re not physically in the same location, is a game called Crisis Situation. And in this game I’m going to state a fictitious crisis that I’m having and a random object. Then you’re going to state a fictitious crisis you’re having in a different random object. Then it is my job to find a way to solve your crisis with my object. And for you to solve my crisis with your object. And it may sound a little confusing, but the goal here is to think outside the box and then afterwards, we’ll talk about it and see how it goes.
Rochelle Reiter: [00:02:02] Awesome!
Gary Ware: [00:02:02] All right. I’m going to kick it off.
Rochelle Reiter: [00:02:05] Ok.
Gary Ware: [00:02:05] All right. All right I’m having. Oh my gosh, I’m having such a wacky day, I locked myself out of my house and all I have is an avocado.
Rochelle Reiter: [00:02:20] I was driving in to this podcast today and my car broke down, and my random object is a rubber ducky.
Gary Ware: [00:02:28] Great. Ok, so I’m going to solve your crisis with my object. I have an avocado and this is what I’m going to do. If I cut open the avocado and take the avocado pit. I think it might can conduct electricity, and I will. I will put it up to your battery and see if we can get just a spark to get your car running again. And if not, then what we will do is we will take the avocado meat, and I will use that to give myself enough energy to run and find a mechanic.
Rochelle Reiter: [00:03:06] Awesome. I love it!
Gary Ware: [00:03:09] So how are you going to help me get into my house with your rubber ducky?
Rochelle Reiter: [00:03:12] So what I’m going to do is put that rubber ducky on your porch and hopefully you have a ring doorbell and I’m going to ring the doorbell and somebody is going to see the rubber ducky and know that they need to come and open the door.
Gary Ware: [00:03:30] So smart. So smart. Yes! Crisis averted!
Rochelle Reiter: [00:03:34] All right. Yeah!
Gary Ware: [00:03:36] And that’s the game, Yay!
The 19: Entrepreneur Edition with The Gerontologist's Kerry Burnight
Adventurous agers. Communal caregivers. Empty nesters. Seniors. When brands lean on these categories to define adults ages 65+ in their marketing strategy, they’re often missing the point. An expert in aging, Gerontologist Kerry Burnight provides strategies on how to connect with an aging audience, or our future selves, in The 19: Entrepreneur Edition podcast.
Rochelle Reiter: [00:00:05] This is The 19. In 19 minutes or less, game-changing insights from Orange Label, the leading response marketing agency for established brands that are driven by a fearless entrepreneurial mindset.
Rochelle Reiter: [00:00:05] The U.S. Census Bureau predicts that the population of older adults will outnumber children for the first time in U.S. history in 2035. And yet, when we look at much of the advertising and marketing content around us, adults 65+ are often left out completely or catered to for age-related issues. Not only is this a disservice, it may be a major misstep as Euromonitor finds that more than 50% of U.S. income belongs to those over 55. National expert in aging, Kerry Burnight is dedicated to understanding older adults and making aging a better experience for all of us. With a PhD in gerontology and 18 years as a professor of Geriatric Medicine, Kerry is now focused on advising brands on how to create everyday solutions that serve older people and the entire population. Welcome to The 19, Kerry, it’s great to have you!
Kerry Burnight: [00:01:20] Oh, I’m glad to be here!
Rochelle Reiter: [00:01:27] So we’ve worked together in various capacities over the years, and now you are having a new endeavor, which is called the Gerontologists. Can you tell me a little bit about that and what you do?
Kerry Burnight: [00:01:37] Yes, after about 30 years of real hands-on with older adults in geriatric medicine, I really had this front row seat of both the triumphs and the tragedies of older age. So we are right now at this really exciting time because there’s all this innovation, largely digital innovation in housing, health care, transportation, end of life, care-giving. But what companies are finding is that this innovation only makes a difference if it’s adopted, accepted, embraced by its intended users, older adults. So this advisory firm, The Gerontologist, it’s helping companies succeed in the human side of longevity.
Rochelle Reiter: [00:02:23] Mm hmm. That’s amazing. So knowing you and your mission to improve the second half of life, how does this guide and direct you in advising your clients on a daily basis?
Kerry Burnight: [00:02:33] Well, the clients these companies are incredibly new and innovative. And yet I’m guided by this really, really ancient Latin phrase that’s Nihil de nobis, sine nobis and it’s nothing about us without us. The companies, in order to succeed both short term and long term, need to be listening to be including the people that they’re hoping to serve. And so really the biggest thing, if there’s only one take home, it’s that companies learn how to listen to older adults.
Rochelle Reiter: [00:03:13] Yeah. Playing the typical situation why clients hire you. At what point are they at where they say we need Kerry and we need The Gerontologist?
Kerry Burnight: [00:03:23] I think any company that has its eyes open sees that demographic imperative that you pointed out early on, and that is that we are all aging and we can’t underestimate what it means, that the fastest growing segment of the population is those over 80. So companies recognize the medical, social, ethical, legal complexity of older age and they recognize that they need to know not only about gerontology, but also how to listen to older adults and then turn that learning into actionable strategy, into implementation and into outcomes that we can measure.
Rochelle Reiter: [00:04:06] Mm hmm. Mm hmm.
The 19: Entrepreneur Edition with Sprout Social’s Collin Johnson
Are you tapping into the full value that social media can provide your business? As the largest focus group, social media allows brands to get a pulse on how their product or service is doing and what audiences are saying about it. Used by over 25,000+ brands globally to improve engagement, increase customer satisfaction and optimize content strategies, Sprout Social is at the forefront of all things social media and we have an exclusive interview with their Solutions Engineer Collin Johnson! In the latest episode of The 19: Entrepreneur Edition podcast, Collin discusses the most important social data to capture, the power of connecting with audiences across platforms and more in under 20 minutes.
Rochelle Reiter: [00:00:05] This is The 19! In 19 minutes or less, game-changing insights from Orange Label, the leading response marketing agency for established brands that are driven by a fearless entrepreneurial mindset.
Rochelle Reiter: [00:00:23] Hello and welcome to The 19: Entrepreneur Edition! I’m Rochelle Reiter, President of Orange Label. In today’s day and age, social media is used for more than just connecting with friends and family. Reports find that at least 25% of individuals use it to discover or learn more about products, services or brands. And 89% of businesses say their company’s success depends on how effectively it can use social data to inform marketing strategy. Ranked as the best social media management platform by Investopedia, Sprout Social helps organizations build connections with their audience through real-time reporting, social listening and more. Here to tell us about how to use social data to enhance your marketing strategy is Sprout’s Social Solutions engineer Collin Johnson. Collin, welcome to The 19th, it’s great to have you here today!
Collin Johnson: [00:01:12] Thank you so much for having me. Excited to talk about social.
Rochelle Reiter: [00:01:20] So, Collin, tell me about your role at Sprout Social.
Collin Johnson: [00:01:23] Sure, so I’m a Solutions Engineer and I exclusively support our agency sales team. My team, the solutions engineering team. We actually sit between sales and product, which means we have the unique opportunity to get a pulse for what the product is capable of doing, what features are coming down the line. And also we get to work with customers every single day. So learning from agencies, learning from brands, seeing how they’re using Sprout Social and using that learning to help other customers achieve that same level of success.
Rochelle Reiter: [00:02:01] Awesome. So what value does Social bring to brands?
Collin Johnson: [00:02:05] Sure. Yeah. Tough to summarize. It’s such, such a comprehensive answer. Really, at Sprout we think realizing the overall power of social starts with looking beyond the traditional marketing function that social is occupied for the last decade or so. Social is valuable as a communications channel, but there’s so much more than just the conversations brands are having with customers. Sprout’s role is that we unlock that potential and intuitive, elegantly designed social media management platform and in addition, we focus on the success of our customers in terms of providing them whatever’s necessary to help grow their business. And that means thought leadership, training, hands on support to help agencies and brands achieve those goals with our help.
Rochelle Reiter: [00:03:03] Awesome. So you talked about beyond Social. What are some of the metrics that are able to be translated from social to general marketing?
Collin Johnson: [00:03:13] Something that we talk to, to brands about every day and really we see social marketers as being on the front lines of social feeds and having the data to understand better than anyone what content is resonating most powerfully with audiences and exactly who makes up those audiences...
Creating a Better Customer Journey Using Artificial Intelligence (AI) with Michael Scharff
How can we better connect with our audience and make their lives easier? The transition to multi-channel buying options has accelerated five to ten years the past twelve months and presented an opportunity to enhance the customer journey. In the new episode of The 19: Retail, Evolv Technologies CEO Michael Scharff explains how artificial intelligence (AI) can help brands understand customers’ pain pain points and develop strategies to meet customers where they are in the buying cycle.
Rochelle Reiter: [00:00:06] This is The 19. In 19 minutes or less game changing insights from Orange Label, the leading response marketing agency for established retail brands that are driven by a fearless entrepreneurial mindset.
Rochelle Reiter: [00:00:24] Hello and welcome to The 19: Retail! I’m Rochelle Reiter, President of Orange Label. Today, we’re going to be talking about the buyer’s journey. Whether you’re in B2B or B2C, this topic is likely part of your day to day. It sure is for Michael Scharff, CEO of Evolv Technologies. Evolv is a company that solves growth challenges and businesses by utilizing artificial intelligence, or A.I., to create better customer experiences. With over two decades of digital commerce and retail expertise, Michael has built and managed highly successful omnichannel and e-commerce businesses across the globe. Michael, welcome to The 19. It’s great to have you here today!
Michael Scharff: [00:01:02] Thank you. I’m happy to be here.
Rochelle Reiter: [00:01:08] Well, tell me a little about your background in retail?
Michael Scharff: [00:01:11] Well, I got my start selling stereos out of my first apartment in college, so I’ve been in retail pretty much my entire life. I actually left when I left college. I decided to go into retail and started in consumer electronics out on the West Coast and then ultimately ended up working for several large national brands like Best Buy and Toys R US and Sears (Canada) and Staples and I had a great career in retail. I spent the first part of my career as a merchant now working my way up through the buying organization. And then in 1999, when I joined Best Buy, pivoted over to the digital side of the business and have really been steeped in e-commerce and digital ever since, and have really learned a lot along the way and learned to love retail really just as a practice kind of end to end. So it’s been fantastic. And for the last several years prior to joining Evolv, I was serving as an advisor to a bunch of technology companies, primarily servicing retailers, and then launched Evolv two years ago to help continue that journey.
Rochelle Reiter: [00:02:11] That’s awesome. So you’ve seen it in the brick and mortar state and the e-commerce state?
Michael Scharff: [00:02:16] Yes, very early on, long before e-commerce was a twinkle in anybody’s eye and all way up to today where it’s driving everything we do as consumers.
Rochelle Reiter: [00:02:25] That’s fantastic. It’s great to have you here today. So what are the biggest shifts you’ve seen in the retail industry over the past year?
Michael Scharff: [00:02:33] Well, obviously, the last year, I think, had some external factors that have significantly influenced retail. Obviously, Covid really caused a sea change in terms of how brands were thinking about engaging with consumers, primarily based on me. The trends, though, are trends that have been going on for a long time. There’s been an ongoing shift from brick and mortar to multichannel, omnichannel, seamless channel, whatever you want to call it. But really to using a whole variety of channels for consumers to engage. And I think what happened is Covid really accelerated that transition probably 5, maybe as much as 10 years for almost every industry. And it also helped industries that were really laggards in digital commerce,
The 19: Entrepreneur Edition with Erik Isakson
What photographers see through their viewfinder is different from what most people see. With an eye that’s attuned to capture a spontaneous moment on a shoot, like a model that can do a backflip, and scout the perfect location, like finding triangles in nature that mirror a brand’s logo, Erik Isakson shares his personal experiences as a top brand photographer. Having worked with leading brands, including Nike, Chevrolet, UCLA and more, Erik provides insights on how to effectively work with a professional photographer to bring your brand story to life, visually, in this new episode of The 19: Entrepreneur Edition.
Rochelle Reiter : [00:00:06] This is the 19. In 19 minutes or less game changing insights from Orange Label, the leading response marketing agency for established brands that are driven by a fearless entrepreneurial mindset.
Rochelle Reiter : [00:00:23] Hello and welcome to The 19 Entrepreneur Edition. I’m Rochelle Reiter, President of Orange Label. In our digital world, image focused platforms such as Instagram, YouTube and Facebook are continuing to grow and have over one billion global users. We all know the saying, “A picture is worth a thousand words,” and today we’ll be putting that to the test. With over 20 years of experience and an impressive client list, including Nike, Samsung, Chevrolet, UCLA and more. Commercial photographer Erik Isakson is here to share tips, tricks and insights on how to take your custom brand photography to the next level. Erik, welcome to The 19, we’re thrilled to have you!
Erik Isakson: [00:01:02] Good to be here. Thank you.
Rochelle Reiter : [00:01:09] Let’s start off with talking a little bit about your background.
Erik Isakson: [00:01:13] All right. So I’ve always had an interest in photography growing up, studied in high school and studied it in college. I went to Brigham Young University and got a BFA in photography and always had a passion and an interest in photography. And while I was at BYU, I was trying to decide on my final project for my BFA final show. And at that time, the Winter Olympics were coming soon to Utah and there was a posting from an Olympic fencer who is training and for a couple hundred dollars paid me to do some portraits of her. I had so much fun getting creative with these portraits of this athlete that I thought, wow, I could do Olympic portraits because there were so many athletes that were training in the area to.
Rochelle Reiter : [00:02:01] Right.
Erik Isakson: [00:02:01] So I ended up doing 10 final portraits, half of them summer athletes, half winter athletes, and traveled some to photograph them and also locally there and it ended up being an amazing experience. That kind of spring boarded me into knowing, you know, getting into photographing athletes and sports lifestyle. I moved to Los Angeles in 2000 and was a studio manager for a photographer and really learned a lot of the ins and outs of budgets and working with clients and producing shoots and all of that. So and then I gradually got into doing my own work after a few years and to where I was working on my own as a photographer within a few years after that, so.
Rochelle Reiter : [00:02:50] Awesome. What are some of the brands that you’ve worked on?
Erik Isakson: [00:02:53] I’ve done work with Nike, Chevrolet, GMC, Budweiser, Modelo, quite a few ongoing shoots with Samsung as well. So a lot of focus on people, lifestyle, active sports, lifestyle imagery.
Rochelle Reiter : [00:03:11] What are some of the benefits that you see when brands use custom photography?
Erik Isakson: [00:03:18] Well, I had an experience even just this past week. I was in Salt Lake photographing for a tech company and up until this point, they’ve been using stock photography. And there’s a lot of great stock photography out there, but they knew that they needed to really customize it ...
The 19: Entrepreneur Edition with Michael Allosso Part Two
We shared pragmatic tips on the lights, camera and sound quality behind video communication in part one of The 19: Entrepreneur Edition. Now it’s time for the action! In just 19 minutes, the always entertaining Michael Allosso (Communications Expert and Professional Actor/Director) explains how to form emotional connections with the people on the other side of the screen and become an even better leader. Learn how to identify and focus on your objective to guide you through obstacles, practice empathy to convey authenticity and “put a ding in the universe” with each daily interaction.
Rochelle Reiter: [00:00:05] This is The 19. In 19 minutes or less game-changing insights from Orange Label, the leading response marketing agency for established brands that are driven by a fearless entrepreneurial mindset.
Rochelle Reiter: [00:00:23] Hello and welcome to The 19 Entrepreneur Edition. I’m Rochelle Reiter, President of Orange Label. Today, we’re going to dive into part two of our series with Michael Allosso, master communications expert, self-awareness, specialist and professional theater and film director and actor. In part one, we talked about the pragmatic tips of being an effective communicator in the virtual world. Today, we’re going to shift to the softer side of things. The emotional connections created during virtual meetings and find out if this is even possible. Michael, welcome back to The 19, part two in our series.
Michael Allosso: [00:00:57] Thanks Rochelle!
Michael Allosso: [00:01:03] Steve Jobs, 66th birthday today. “I want to put a ding in the universe.” That’s what he said and so do I and so do you. That’s why we’re here today. So let’s begin dinging.
Rochelle Reiter: [00:01:18] Awesome, so in our previous episode, we talked about the pragmatic tips of communicating virtually. This time, let’s talk about the emotional connection during meetings and where do you see people missing that mark right now?
Michael Allosso: [00:01:32] I’m a huge Brené Brown fan, as so many people are. I know you are and Dr. Brown says if you don’t own your own feelings, they’ll eat you alive. She said, you may be afraid, but you do it anyway. One of my favorite things, she says, Rochelle, is there are many cheap seats in the arena. Leaders are people who step into the ring and so what I think happens is that this medium virtual, virtually makes us falsely think we can be passive. That we’re sitting in our home, the small of our back get’s comfortable in the chair, and we forget that we have to jump in the ring. Whether we’re the leader of the meeting or are not the leader. It’s our job to jump into the ring and so, so much of this is about energy. You know, I have my thirty five nuclear weapons helping you, be you and your best day. Number one is energy. I think it’s so important. I wrote it first. I wrote it three times and put an exclamation point after it. And right now people are whining about the low energy. And the problem with that is it’s a self-fulfilling prophecy. You have got to bring it.
Rochelle Reiter: [00:02:43] Yeah.
Michael Allosso: [00:02:43] We call it in theater, playing the obstacle instead of playing the objective. You follow what that means Rochelle?
Rochelle Reiter: [00:02:49] No explain that to me.
Michael Allosso: [00:02:49] Well, former military and military people get this the best. So secret weapon, 16, 17, 18, objective tactic obstacle. So Navy SEALs will tell me. Objective kill the enemy. Tactics, land, sea, air. Obstacle find war in the desert, the enemy lives in the desert, but it’s theater 101. If I were to coach you in the scene, those would be the questions I’d be asking. What is your objective? What is your desired result? How are you going to get it? Those are your tactics and what’s preventing you from getti...
Love the format and that I can quickly listen in during my morning commute. And I’m enjoying the content... I look forward to hearing more!
Really Quick Retail Insights
Wow, I really enjoyed this podcast! The host is engaging and the interviewees are thoughtful in their responses- this podcast provided me with a new perspective into marketing. I’m so looking forward to the next episode!