The M Word - Marketing, Meaning + What Matters Arlington Strategy

“I’m just gonna do this myself. I’ve been doing this since the beginning of this industry’s existence.”

Meet Katie Stoller, an influencer marketing pioneer with a diverse background in PR and corporate communications.  In 2023, she launched influencerinsiderguide.com, a resource hub for professionals navigating the complex world of influencer marketing. Jennifer and Katie discuss entrepreneurship, influencer marketing, and Katie’s reflections on her journey from the corporate world to venturing out on her own.

During the pandemic, a startup recruited Katie for a growth marketing role. Although she initially lacked experience in the field, Katie thrived in the fast-paced, start-up environment. 

Katie challenges the notion that influencer marketing only emerged in the mid-2010s and emphasizes that she and her colleagues were already exploring influencer relationship management long before it became a mainstream practice. She recognized the power of leveraging bloggers and influencers to amplify brand messaging, shaping the landscape of digital marketing today. Katie explains that influencer marketing is about “connecting with your audience” and that “if you’re on social media, you should be thinking through how you’re going to connect to the people that are following your page.”

As Jennifer and Katie delve into the nuances of influencer marketing, they discuss the importance of authenticity, strategic alignment, and the shifting dynamics of the industry. Katie shares her experiences of working with startups, navigating tight budgets, and delivering impactful results. From gifting strategies to ambassador programs, she offers valuable insights into the multifaceted world of influencer engagement.

Discussing entrepreneurship, Katie reflects on the decision she made to strike out on her own after being laid off from her startup role. Despite initial uncertainties, Katie embraced the opportunity to take control of her time and pursue her entrepreneurial passions. She candidly shares about the challenges of decision-making, the pressures of balancing work and family life, and the ongoing journey of self-discovery.

Katie’s authenticity shines through as she shares her struggles and triumphs, offering listeners a glimpse into the realities of navigating the modern business landscape. From grappling with imposter syndrome to finding empowerment in authenticity, Katie’s journey is a testament to the resilience and determination of entrepreneurial spirit.  Join Jennifer and Katie on The M Word podcast as they reflect on the meaning of success and the importance of prioritizing time and freedom in pursuit of fulfillment. 

Keep up with Katie on Linkedin and Instagram.  

Listen to The M Word on your favorite podcast platform.  Don’t miss out on the latest episode drops and stay up to date on our Facebook, LinkedIn, and Instagram.

“If you’re not going to be afraid, the sky’s the limit.”

From British morning show television producer to Northern Virginia-based production company entrepreneur, meet Helen Saks. Helen Saks is the CEO and Creative Director of Striking Media, a production company that creates visual content for corporate clients, non-profits, and schools. In this episode of The M Word, Jennifer and Helen discuss ambition, their shared commitment to using business for good, the journey to becoming a business owner, the joys of working with nonprofits, and the importance of telling stories. 

Striking Media was born out of the pandemic, inspired by the events going on in the world and the “need for people to communicate and tell their story when they couldn’t get in front of [others].”  Despite the challenges, Helen’s vision has become a reality beyond her expectations.

Talking about success, Helen emphasizes the importance of embracing diversity, both in the projects undertaken and the clients served. The company’s portfolio showcases a range of narratives crafted with finesse and creativity, from collaborating with non-profits to embarking on executive trips to exotic destinations like Cancun and Punta. 

Jennifer and Helen discuss using communication tactics to encourage growth. Utilizing stories, Striking Media has provided a platform for unvoiced stories to be shared and heard.  Her interviews are always built on trust, and she emphasizes these values through her interviewees, telling them that “this is your story and we will only tell it in a way that makes you comfortable.”

Reflecting upon her experiences in live TV production, Helen shares how she navigates the pressures of the industry and how her team thrives on the adrenaline of pushing boundaries and delivering excellence, whether producing content in real-time for clients or orchestrating green screen projects for major events like the Olympics.

Throughout the conversation, Helen expresses gratitude for Striking Media’s growth.  While unexpected, it has become a fulfilling experience for her and her team continues to work hard to produce great content for their clients.

Listen to The M Word on your favorite podcast platform.  Don’t miss out on the latest episode drops and stay up to date on our Facebook, LinkedIn, and Instagram.

Follow Striking Media on Facebook, Instagram, and Linkedin.

“I had four kids at home, I had a family, I had a life, I had things that I wanted to do, people I wanted to spend time with, and I needed to figure out a way to get out of my own way.”

Meet Chad Hackmann, a direct yet easygoing business owner and family man who came into our office w/ a dad joke coffee mug for this podcast recording. Chad is a regional Partner with Alair Homes and Partner at Alair Homes Arlington.   In this episode, we get to know his motivators (spoiler alert: family and making a difference in the community) and how he made the transition to join a Northern American franchise after running his own brand in residential home building for 15 years. 

While already a successful entrepreneur in the construction industry, in 2018 Chad was determined to take his business to the next level and he needed new ideas and strategies to strengthen and grow his business. That’s when he discovered Alair Homes and the solution he needed to grow his business. 

Chad shares his journey in the construction industry, including the ups and downs of entrepreneurship. He discusses the moment when he decided to merge his vision with that of Alair Homes, which changed his path as a business owner. 

Jennifer and Chad discuss the intricacies of entrepreneurship, covering topics such as branding and seeking assistance from others. Chad shares anecdotes that vividly illustrate the importance of collaboration and growth.

Throughout the conversation, Chad offers valuable insights into the balance between autonomy and support that comes with franchising. He speaks enthusiastically about the many benefits of being part of a larger organization, such as access to resources and a strong support system.  

Speaking on his commitment to giving back, Chad says “from a pure business perspective, some sort of giving component is good for business,” explaining how it allows companies to foster local relationships while helping those in need.  Chad has worked with numerous non-profits in the Northern Virginia area including, The Jennifer Bush-Lawson Foundation and Bridges to Independence. 

An inspiration for both aspiring and seasoned entrepreneurs, this conversation showcases the transformative power of strategic partnerships and the endless possibilities they can bring. 

Listen to The M Word on your favorite podcast platform.  Don’t miss out on the latest episode drops and stay up to date on our Facebook, LinkedIn, and Instagram.

Connect with Chad on Linkedin and learn more about Alair on Facebook and Instagram. 

In the first episode of 2024, Jennifer takes you on a journey through the evolution of the podcast over the past three years. It all began with a focus on tactical marketing discussions, but gradually shifted towards deeper explorations of branding and the human experience behind it all. With each passing season, the conversations became more authentic, less scripted, and more akin to sitting down with a friend to learn life lessons.

Now, as the sole host, Jennifer aims to push the podcast further. Instead of just scratching the surface with marketing tactics and branding strategies, she wants to dive deep into the essence of brand and business – exploring what truly matters, where individuals come from, where they’re headed, and why it’s all important.

In this short episode, Jennifer shares a peak into her own journey from an idealistic youth to discovering the power of business as a force for positive change. Jennifer emphasizes the importance of using her platform for good, whether through pro bono work, mentoring, or simply inspiring others to make a difference.

When everything is marketing and marketing is everything, The M Word goes beyond catchy taglines to explore what’s underneath your brand and your business: where you came from, where you’re going, why you give a sh*t—and why someone else should, too. It’s about fuck-ups and falling down, brick walls and glass ceilings. It’s about panicking and pivoting and the pursuit of what’s personal. In short: It’s about what matters.

Subscribe to The M Word wherever you listen to podcasts. Connect with us on our socials on Facebook, LinkedIn, and Instagram.

Super Bowl 58 – America’s premier sporting event. From the excitement of the game to the camaraderie of watching with friends and family, there’s something for everyone to enjoy. But let’s not forget about the commercials! The Super Bowl brings together people from all walks of life, not just for the game itself, but also for the iconic advertisements that capture our attention during breaks. It’s a time when brands pull out all the stops to showcase their creativity and captivate audiences across the nation.

The M Word host, Jennifer Mulchandani, is joined by a panel of marketing experts including Jen Bakos from Arlington Strategy, Andy Janaitis from PPC Pitbulls, and Maritza Lizama from Captiva Branding. They share their insights, exploring the hits, misses, and standout moments from this year’s Super Bowl ads.

Panelist Favorites

Maritza Lizama, Co-founder, and CMO of Captiva Branding, loved the NFL character playbook advertisement, portraying a little boy’s dream of becoming a pro football player. She finds it a touching departure from the humor-focused trend of this year’s commercials. 

Andy Janitis, Founder and Lead Strategist at PPC Pitbulls, reminisces on the nostalgia brought by Dunkin’s advertisement featuring notable New England stars like Ben Affleck and Tom Brady. 

Echoing his sentiments, Jen Bakos, Senior Strategist at Arlington Strategy, also favored Dunkin Donuts’ innovative approach. Jennifer Mulchandani picked the Lionel Messi ad, citing her love for European football and appreciating its nod to the beloved show, Ted Lasso.

Are the Ads Worth It?

Maritza calculates that brands are spending upwards of 30 million dollars when production and A-list celebrity costs are added up. How much return are brands getting from these very expensive 30 second ads? Andy says that the real challenge is “not really being able to measure the outcomes super easily” but emphasizing that these ads can generate significant brand equity and awareness. However, measuring their impact can be challenging, especially for newer brands trying to break into competitive markets.

The Good, The Bad, The Boring

Our panelists talked about how some brands played the long-game, planting seeds so that the product could be in consumers’ consideration sets. One commercial that caught their attention was Poppi, a soda ad that effectively communicated the brand’s identity and value proposition. 

Andy brought up the use of humor in Super Bowl commercials, noting that it can be an effective way to engage audiences and leave a lasting impression.  Highlighted ads that successfully used humor were seen in the E*TRADE ad featuring “pickleball babies” and the Pringles ad with Chris Pratt.

In addition to humor, the panel appreciated commercials that tugged at the heartstrings and conveyed positive messages. Jen mentioned the Hellmann’s mayonnaise ad, which promoted sustainability and resourcefulness, while Maritza connected with the Doritos ad because the characters reminded her of people from her culture.  

Everyone reflected on the evolving landscape of Super Bowl advertising and the strategies employed by brands to stand out in a crowded field.  Social media and pre-game teasers played a huge role in generating buzz around commercials, as well as companies placing an emphasis on staying relevant and culturally sensitive.

The Wrap-Up

From humorous ads to heartfelt messages, the panel explored the various strategies and themes employed by brands to captivate audiences and leave a lasting impression. Whether discussing the cost-effectiveness of Super Bowl ads or dissecting the creative elements of individual commercials, the conversation was engaging and informative,

In Part 2 of the special two-part Barbie movie discussion on The M Word Podcast, host Jennifer Mulchandani gathers a dynamic trio—Karen Bate, Cheryl Fischer, and Whytni Kernodle—for a dynamic and honest discussion on the Barbie movie. Set in the intimate backdrop of Jennifer’s home, the episode takes a unique turn, unraveling the layers of societal expectations, gender norms, self-image, and the wisdom that accompanies age.

This episode explores the impact of the Barbie movie on relationships and societal perceptions, delving into the criticism labeling it as “anti-men.” The guests share candid anecdotes, infusing the conversation with authenticity and shedding light on the discomfort experienced when traditional views are questioned.

The discussion goes beyond the Barbie movie, expanding into the world of female entrepreneurship. The trio shares empowering stories from women’s networking groups, adding a layer of resilience and strength to the narrative.

The episode concludes on a high note, dissecting the movie’s portrayal of female empowerment, its impact on men, and the ongoing struggle for equality. With laughter, introspection, and genuine camaraderie, this episode of The M Word Podcast leaves listeners eagerly anticipating future content.

Listen to Part 1 of the special Barbie podcast.