August 2, 2024 • 18 mins
Ever wondered how to achieve marketing success when you have very limited time and resources? Tune in as we chat with Emily, a fractional CMO and the brains behind the Good Marketing Club, who reveals the secrets to transforming average marketing into captivating storytelling. Emily shares her mission to help ambitious founders achieve their vision, drawing from her dynamic experience, including a standout Christmas campaign for Iceland that defied budget constraints and time pressures. Discover how the right mix of videos, influencer partnerships, social media and digital marketing can rejuvenate a brand. Learn the power of creativity and collaboration in overcoming marketing challenges.
In today's episode, we unpack the essence of effective marketing strategies with Emily, highlighting the necessity of challenging conventions and encouraging healthy debate within teams. We'll explore how to understand and connect with your audience by addressing their concerns with empathy and creativity. Emily emphasizes the value of having a unique perspective and ensuring your marketing resonates deeply with your target audience. Plus, find out why good marketing should be as enjoyable as it is impactful, and learn about resources like the Good Marketing Club for those ready to elevate their marketing game. Don't miss this blend of inspiration, strategy, and practical advice!
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Speaker 1 (00:00):
Welcome to today's episode.
Today, we are talking aboutgood marketing what is good
marketing?
And we have the perfect guestto help us with this topic.
Our guest is Emily.
She is a fractional CMO.
Welcome to the show.
Speaker 2 (00:17):
Hi, nice to meet you and great to have you here.
Speaker 1 (00:20):
So why don't we start off by you taking a minute or
two to share a little bit aboutwho you are and what you do?
Speaker 2 (00:29):
Yeah, so I'm Emily.
I'm the founder of the GoodMarketing Club.
It's my recent venture, as Ihave now gone solo, so that's
the brand name that enables meto operate as a solopreneur,
where I help ambitious foundersbasically get it done, realize
their vision through the powerof good marketing.
I launched five weeks ago andit's really with the premise of
(00:49):
helping good people achieve goodthings through the power of
good marketing.
I think we can all agreethere's still so much average
marketing out there and I reallywant to change that to make
sure that actually how visionsare realized now is through the
capability of telling goodstories, leading good executions
and, yeah, helping people'svision come true.
Speaker 1 (01:08):
Sadly, most of the marketing out there is not good
marketing.
I would say 99% of themarketing I see is pretty
terrible.
So we are here to celebrate thetop 1% of really good marketing
and we're ready to be inspired.
Emily, share a story with usabout some of the best marketing
that you've done, that you'rethe most proud of.
Speaker 2 (01:29):
Okay, so I'm going to rewind now to 2017, where I was
head of marketing or head ofcentral media marketing sorry
for a FMCG company in the UK.
I don't know if you're familiarwith a brand called Iceland.
Iceland is a really interestingcompany because it's been
around since 1970s.
It's still privately owned,it's got over 900 stores and
(01:51):
essentially what they sell isfrozen food.
But after pretty much decadesof very the marketing was really
focused on budget and price,and so a lot of legacy issues
there, with the sense of how thebrand is being positioned for
years and the quality of thegoods had really come on in
terms of the taste, the quality,credentials.
(02:12):
But because of the legacyadvertising and marketing that
had been done in the past, therewas this really strong brand
perception that the quality ofthe food isn't good, it just
caters to people that are budgetshoppers, and so, basically,
the campaign that I want to talkabout was around 2017, to do
with the Christmas campaign.
Now, for any FMCG company, someof the biggest competition that
(02:35):
we had at the time was retailerslike Menace, waitrose and those
kinds of brands.
When it comes to Christmas, youstart planning those ad
campaigns, like in Januaryalmost, and so a challenge that
we had was twofold one, we werereally late in planning the
Christmas campaign and two, wejust didn't have the budgets as
those brands as well.
(02:55):
One of the biggest retailers inthe UK is called John Lewis.
They are so well known fortheir Christmas executions and
as soon as they wrap upChristmas, they're literally
starting January with planningthat year ahead for Christmas.
So we started planning thecampaign in August, which was
really late.
And the second challenge isthat we had this ambition to
(03:15):
start really positioning Iceland, the brand, as a retailer that
was known for quality, that wasknown for good taste and how we
were going to do that aroundChristmas.
So the whole strategy wasaround surprising, delighting
and converting, and we justripped up the rule book that
Christmas and had so much funplanning the campaign.
So how it started was, you knowI mentioned there that many of
(03:37):
the competition they have reallydeep pockets when it comes to
their Christmas campaigns, andso because were late, because we
didn't have the budget, weessentially decided to look at a
load of trending YouTube videoswhere kids are ripping up
Christmas presents and being soamazingly surprised with what
they were receiving forChristmas, and we put CGI onto
(03:59):
those clips as if the kids werebasically opening the presents
and it was one of the hero itemsfrom Iceland, whether it's a
turkey, whether it's somethingthat you'd eat for your
Christmas dinner.
And it was so funny becauseyou'd see these well-known clips
that were trending, they wereviral clips and because of the
way that it was superimposedwith CGI, they were basically
(04:20):
ripping up these presents and,amazing, you're ripping up a
turkey.
And so that was the Christmasthe TV campaign.
But what I really loved is howwe executed that strategy.
So it wasn't just about TV, itwasn't just about social.
Every team came together tomake sure that for that
Christmas campaign, it was aboutcapturing attention for the
longest period of time.
(04:40):
Like I mentioned, the ChristmasTV campaign was to do with the
cgi ripping up the, the presents.
But how that was thendistributed and launched was we
got one of the well-knownfamilies that were in the videos
, who were a very big,well-known family of influencers
.
They had a huge youtubeaudience, a huge instagram
audience, and so, because one oftheir children were part of the
(05:03):
eclipse, we got them to livestream them watching the tv
launch in between the ad breaks.
I think it was around a top andtail ad, for I'm a celebrity,
get me out of here.
So a lot of eyeballs on the tv.
They live streamed the tvcommercial going live so that
then distributed to theiraudience and then that
(05:24):
kick-started the campaign.
People are laughing.
We're getting lots of presscoverage about how funny the tv
campaign was.
And then we started to reallywrap up and dial attention as
well.
So, for example, we had a hugeinfluencer event.
So, coming back to theperception of iceland being
quite low budget, low tastecredentials, we decided to
(05:45):
invite a load of differentinfluencers that basically had
the audience that we werelooking to capture, so more of
an affluent audience.
We invited them down to thisbeautiful kitchen where we had
essentially designed the kind ofevent to really turn the head
about what you do aroundChristmas time yeah, whether it
was.
So.
We invited the influence intothe TV, into the kitchen, where
(06:08):
we had basically curated a loadof different activity, whether
it was cooking demonstrations,whether it was cocktail
classmaking, whether it waswreath making.
We had a graffiti artist likeshowing all these different
things around Christmas time howto lay out your table, to lay
(06:30):
out your table, and so, again,because we had a variety of
different influence at thekitchen they were then basically
able to.
The influence was then capturingall the different activities.
They were distributing thatthrough their channels and so on
one of the most busy periods ofthe year.
So the time that the that theinfluencer event was held on a
saturday, the first saturday ofdecember, so a historically
really busy period for whetherit was there was a huge rugby
(06:52):
game that was playing.
That time, m&s, one of our herocompetitors, had just come out
with this Paddington Bearcampaign, so it was very busy.
People are out getting theirlast minute shopping.
It's very difficult to captureattention during that period and
on that day, just given thekind of the angle that we're
taking with the event, the typesof influence that we got to
come to this event.
We were trending on twittermore than any other campaign,
(07:15):
more than any other hashtag, andagain, because of the different
activity that we had there.
So I should have mentioned aswell the cooking demonstrations,
where the influencers were alsoable to test the quality of the
food.
They were showcasing throughtheir channels the different
activities that were going on.
So, again, iceland was beingspoken about in such a fun and
different way and was able tothen not only show the kind of
(07:37):
the food credentials, but alsothe atmosphere, like people were
talking about it in such apositive way and that also gave
us so much good content then todistribute further.
After that activity happened aswell, we did loads of other
activity as well.
We looked at search, at searchhistory, to say what are people
(07:58):
Googling in the run up toChristmas?
They've got you kind of yourobvious ones, like how to make
eggnog, how to make gravy, andwe're giving all these highly
searchable queries a differenttwist.
And so, again, making sure thatthe recipes that we then
basically created how-to videosaround were done in a very
beautifully shot, making surethat the audio, the visuals,
everything was done with reallya petable style and how that was
(08:18):
then distributed as well, tomake sure that when people were
searching for these differentrecipes, it was item that was
coming up above our competitors.
We also did another executionwhich was around I don't know if
you're familiar with JamesCorden's Carpool Karaoke, but
yeah, we basically, because wewanted to also promote the home
delivery service, we got one ofour internal videographers to go
(08:40):
and do Sam in a Van which isessentially to go and surprise a
load of shoppers with theirChristmas delivery that we gave
them free of charge.
And the way that we basicallydid it was Sam basically went
and did a tour of the UK and hewas laughing and joking in the
car Like we shot it, like it wasa carpool karaoke, but basic
with our home delivery drivers.
They were then delivering theshopping to the shoppers and we
(09:02):
were gifting their wholeChristmas hamper free of charge
and again capturing that in abit of a docu-series.
Again, that wasn't being doneby any other retailers at the
time and it was just.
It proved to be beautifulcontent that again surprised, it
delighted and it captured thataudience that could then go to
convert because they were seeingthe kind of essence and the
humor of the brand.
(09:23):
For a busy period we were andagain I can't stress this enough
how different our budgets wereto our competitors.
We really dominated that timeand that space and we sold out
of all of our hero products wewere being spoken about.
The sentiment around thecampaign, the sentiment around
the brand at the time was likewe saw some really amazing
(09:44):
results from that, but justgiven the influencer event alone
, that garnered over 5.7 millionimpressions.
We were trending, like Imentioned, on Twitter above any
of our other competitors, abovemassive sporting events at the
time, and it really repositionedthe audience of how they felt
about a brand like Iceland.
You don't get over legacyissues like perception with just
(10:06):
one campaign, but it reallywhat I love the most about that
campaign is at the time theboard and the owner was really
hit on traditional channels liketv and print and pr and we
really positioned and showed thepower of influencers, of social
media and digital.
And I remember after the firstweekend, that Monday morning
(10:26):
being invited into.
I remember my boss came to getme and saying, emily, that
Monday morning being invitedinto, I remember my boss came to
get me and saying Emily, the weneeded to come into this
meeting it was with the board ofdirectors to talk about how the
influencer event went.
They they never really caredbefore that about influencers
and social media, but theyreally saw the impact that we
were having through beingcreative and about ripping up
the rule book.
So so that really showed thebrand of okay, this is how we
(10:48):
can do things now to reallycommand attention, to capture
attention and really show thepower of digital.
At that time and this is goingback like eight years ago now.
That was one of the.
The reason I love that campaignso much is that it was really
about just doing thingsdifferently, thinking
differently and how you canreally capture attention.
Speaker 1 (11:07):
I love so many aspects of this story.
Having spent some time and donesome marketing for companies in
London, I do know that theBritish are very serious about
their Christmas campaigns.
That's just you don't messaround about it.
This is a great illustration ofwhat good marketing is, but
(11:28):
also changing the image of thebrand, like you said, from doing
very different marketing anddoing it in a very guerrilla
style, without necessarily thebiggest budget and on a limited
timeframe.
That's where you brought insome really great examples of
(11:50):
creativity, of doing things whenyou don't have unlimited
resources.
That's when you're the mostcreative and you can come up
with the best ideas, and thoseexamples you shared were pretty
awesome.
So is that what good marketingreally looks like, in your
opinion?
Speaker 2 (12:06):
Absolutely so, if I can think back, we were given
free reign to go and let's justmake an impact, and that was
about having a great time.
So the principles that I nowlive by with launching my own
business it's about producinggood marketing, working with
good people and having a goodtime, and I can honestly say for
that Christmas campaign, wewere all having the best time
together.
We were having to think outsidethe box, I think a lot of the
(12:29):
time, like, of course, no one'sgoing to say no to huge budgets
they're great to work with.
I think so much creativitycomes from when you have limited
resources, when you do have tothink differently and you think
it's not just about then copyingwhat the competition is doing.
It's actually looking left andlooking outside the category.
Think, okay, how can we reallycapture the audience?
And think about what's going tocommand their attention.
(12:50):
They're definitely principlesthat probably have influenced
why I now stand for what I standfor.
Speaker 1 (12:56):
So yeah for sure, principles that probably have
influenced why I now stand forwhat I stand for.
So, yeah, for sure.
So, with your new venture, ifyou're talking to folks and
they're sitting down with youfor a cup of coffee and you're
telling them, you should bedoing good marketing, not bad
marketing, what is the one ortwo things that you would advise
marketers that symbolize goodmarketing?
Speaker 2 (13:20):
I think it's really about challenging conventions
Like so much of the time youstill see marketing which is
just it's tick boxes let's allgo and do podcasts, let's all go
and do blogs and let's all goand post every day on social
media.
But, like, why are you doingwhat you're doing?
And I think, especially in amarketing team, like you have to
give this space and allow theculture where you're having
(13:44):
healthy debates, because a lotof the time, if you're just
going along with the consensus,it probably means that you're
also executing a lot of vanillastyle marketing.
And so, I think, really diggingdeep to understand, like, why
are we doing this and how can wedo this better and what's the
competition doing?
But again, how can we do thatbetter?
So I really think that if you'renot debating and having healthy
(14:05):
conversations about how to likealways look to strive to do
better, and that can be quitedetrimental, because I think if
you work in marketing, you'reyour own biggest critic anyway,
because you're always thinkinglike, how can we do next, how
can we do better next time?
But that's a good thing.
You should always be looking topush yourself and see what
you're capable of, because itcomes back to that whole budget
piece.
If you're given lots of budget,you're going to go and do lots
(14:27):
of great stuff, but if you'regiven less and you have to do
more with it, that's actually apower.
So healthy debate and lookingto always strive to do better.
Speaker 1 (14:38):
I like that, and what would you say is the hardest
thing about doing good marketing?
Speaker 2 (14:46):
The hardest thing.
I think marketing in general isone of those fields where
everyone thinks that they can dogood marketing, because we've
all got social media and we'reall inundated with marketing
every day, right, we're alloverwhelmed, and so I think the
hardest thing is being able toreally have a point of view in
(15:07):
what you're doing.
You might be asked to do athought leadership campaign, but
you don't really know what isthe opinion here that you're
having to deliver, right?
So I think it's being unique,doing things again and again,
but in a different way, thatyour audience actually sees
themselves in what it is you'reputting out there.
I think so much marketing thatyou see today really misses like
(15:27):
.
Ultimately, it's about theaudience, it's about who you're
speaking to, it's about theproblems that you solve, and
that's really hard if you're amarketer, because you're having
to say the same thing in adifferent way each day.
So always look to actuallycapture what is it that your
audience cares about.
You have more.
You might have different typesof audiences, and how can you
get through to them as a human?
At the end of the day, it'sreally putting yourselves into
(15:49):
the shoes of your audience Iagree 100.
Speaker 1 (15:53):
I think that's great advice and, as you pointed out,
doing good marketing is nevereasy, but it should always be
fun for sure.
Yeah, I am going to link toyour website and your LinkedIn
in the show notes so people caneasily get in touch if they'd
like to connect with you aboutthe Good Marketing Club and
(16:15):
continue this conversationfurther.
We really appreciate you beingwith us today.
Speaker 2 (16:20):
Thank you so much, Eric.
Welcome to today's episode.
Today, we are talking aboutgood marketing what is good
marketing?
And we have the perfect guestto help us with this topic.
Our guest is Emily.
She is a fractional CMO.
Welcome to the show.
Speaker 2 (00:17):
Hi, nice to meet you and great to have you here.
Speaker 1 (00:20):
So why don't we start off by you taking a minute or
two to share a little bit aboutwho you are and what you do?
Speaker 2 (00:29):
Yeah, so I'm Emily.
I'm the founder of the GoodMarketing Club.
It's my recent venture, as Ihave now gone solo, so that's
the brand name that enables meto operate as a solopreneur,
where I help ambitious foundersbasically get it done, realize
their vision through the powerof good marketing.
I launched five weeks ago andit's really with the premise of
(00:49):
helping good people achieve goodthings through the power of
good marketing.
I think we can all agreethere's still so much average
marketing out there and I reallywant to change that to make
sure that actually how visionsare realized now is through the
capability of telling goodstories, leading good executions
and, yeah, helping people'svision come true.
Speaker 1 (01:08):
Sadly, most of the marketing out there is not good
marketing.
I would say 99% of themarketing I see is pretty
terrible.
So we are here to celebrate thetop 1% of really good marketing
and we're ready to be inspired.
Emily, share a story with usabout some of the best marketing
that you've done, that you'rethe most proud of.
Speaker 2 (01:29):
Okay, so I'm going to rewind now to 2017, where I was
head of marketing or head ofcentral media marketing sorry
for a FMCG company in the UK.
I don't know if you're familiarwith a brand called Iceland.
Iceland is a really interestingcompany because it's been
around since 1970s.
It's still privately owned,it's got over 900 stores and
(01:51):
essentially what they sell isfrozen food.
But after pretty much decadesof very the marketing was really
focused on budget and price,and so a lot of legacy issues
there, with the sense of how thebrand is being positioned for
years and the quality of thegoods had really come on in
terms of the taste, the quality,credentials.
(02:12):
But because of the legacyadvertising and marketing that
had been done in the past, therewas this really strong brand
perception that the quality ofthe food isn't good, it just
caters to people that are budgetshoppers, and so, basically,
the campaign that I want to talkabout was around 2017, to do
with the Christmas campaign.
Now, for any FMCG company, someof the biggest competition that
(02:35):
we had at the time was retailerslike Menace, waitrose and those
kinds of brands.
When it comes to Christmas, youstart planning those ad
campaigns, like in Januaryalmost, and so a challenge that
we had was twofold one, we werereally late in planning the
Christmas campaign and two, wejust didn't have the budgets as
those brands as well.
(02:55):
One of the biggest retailers inthe UK is called John Lewis.
They are so well known fortheir Christmas executions and
as soon as they wrap upChristmas, they're literally
starting January with planningthat year ahead for Christmas.
So we started planning thecampaign in August, which was
really late.
And the second challenge isthat we had this ambition to
(03:15):
start really positioning Iceland, the brand, as a retailer that
was known for quality, that wasknown for good taste and how we
were going to do that aroundChristmas.
So the whole strategy wasaround surprising, delighting
and converting, and we justripped up the rule book that
Christmas and had so much funplanning the campaign.
So how it started was, you knowI mentioned there that many of
(03:37):
the competition they have reallydeep pockets when it comes to
their Christmas campaigns, andso because were late, because we
didn't have the budget, weessentially decided to look at a
load of trending YouTube videoswhere kids are ripping up
Christmas presents and being soamazingly surprised with what
they were receiving forChristmas, and we put CGI onto
(03:59):
those clips as if the kids werebasically opening the presents
and it was one of the hero itemsfrom Iceland, whether it's a
turkey, whether it's somethingthat you'd eat for your
Christmas dinner.
And it was so funny becauseyou'd see these well-known clips
that were trending, they wereviral clips and because of the
way that it was superimposedwith CGI, they were basically
(04:20):
ripping up these presents and,amazing, you're ripping up a
turkey.
And so that was the Christmasthe TV campaign.
But what I really loved is howwe executed that strategy.
So it wasn't just about TV, itwasn't just about social.
Every team came together tomake sure that for that
Christmas campaign, it was aboutcapturing attention for the
longest period of time.
(04:40):
Like I mentioned, the ChristmasTV campaign was to do with the
cgi ripping up the, the presents.
But how that was thendistributed and launched was we
got one of the well-knownfamilies that were in the videos
, who were a very big,well-known family of influencers
.
They had a huge youtubeaudience, a huge instagram
audience, and so, because one oftheir children were part of the
(05:03):
eclipse, we got them to livestream them watching the tv
launch in between the ad breaks.
I think it was around a top andtail ad, for I'm a celebrity,
get me out of here.
So a lot of eyeballs on the tv.
They live streamed the tvcommercial going live so that
then distributed to theiraudience and then that
(05:24):
kick-started the campaign.
People are laughing.
We're getting lots of presscoverage about how funny the tv
campaign was.
And then we started to reallywrap up and dial attention as
well.
So, for example, we had a hugeinfluencer event.
So, coming back to theperception of iceland being
quite low budget, low tastecredentials, we decided to
(05:45):
invite a load of differentinfluencers that basically had
the audience that we werelooking to capture, so more of
an affluent audience.
We invited them down to thisbeautiful kitchen where we had
essentially designed the kind ofevent to really turn the head
about what you do aroundChristmas time yeah, whether it
was.
So.
We invited the influence intothe TV, into the kitchen, where
(06:08):
we had basically curated a loadof different activity, whether
it was cooking demonstrations,whether it was cocktail
classmaking, whether it waswreath making.
We had a graffiti artist likeshowing all these different
things around Christmas time howto lay out your table, to lay
(06:30):
out your table, and so, again,because we had a variety of
different influence at thekitchen they were then basically
able to.
The influence was then capturingall the different activities.
They were distributing thatthrough their channels and so on
one of the most busy periods ofthe year.
So the time that the that theinfluencer event was held on a
saturday, the first saturday ofdecember, so a historically
really busy period for whetherit was there was a huge rugby
(06:52):
game that was playing.
That time, m&s, one of our herocompetitors, had just come out
with this Paddington Bearcampaign, so it was very busy.
People are out getting theirlast minute shopping.
It's very difficult to captureattention during that period and
on that day, just given thekind of the angle that we're
taking with the event, the typesof influence that we got to
come to this event.
We were trending on twittermore than any other campaign,
(07:15):
more than any other hashtag, andagain, because of the different
activity that we had there.
So I should have mentioned aswell the cooking demonstrations,
where the influencers were alsoable to test the quality of the
food.
They were showcasing throughtheir channels the different
activities that were going on.
So, again, iceland was beingspoken about in such a fun and
different way and was able tothen not only show the kind of
(07:37):
the food credentials, but alsothe atmosphere, like people were
talking about it in such apositive way and that also gave
us so much good content then todistribute further.
After that activity happened aswell, we did loads of other
activity as well.
We looked at search, at searchhistory, to say what are people
(07:58):
Googling in the run up toChristmas?
They've got you kind of yourobvious ones, like how to make
eggnog, how to make gravy, andwe're giving all these highly
searchable queries a differenttwist.
And so, again, making sure thatthe recipes that we then
basically created how-to videosaround were done in a very
beautifully shot, making surethat the audio, the visuals,
everything was done with reallya petable style and how that was
(08:18):
then distributed as well, tomake sure that when people were
searching for these differentrecipes, it was item that was
coming up above our competitors.
We also did another executionwhich was around I don't know if
you're familiar with JamesCorden's Carpool Karaoke, but
yeah, we basically, because wewanted to also promote the home
delivery service, we got one ofour internal videographers to go
(08:40):
and do Sam in a Van which isessentially to go and surprise a
load of shoppers with theirChristmas delivery that we gave
them free of charge.
And the way that we basicallydid it was Sam basically went
and did a tour of the UK and hewas laughing and joking in the
car Like we shot it, like it wasa carpool karaoke, but basic
with our home delivery drivers.
They were then delivering theshopping to the shoppers and we
(09:02):
were gifting their wholeChristmas hamper free of charge
and again capturing that in abit of a docu-series.
Again, that wasn't being doneby any other retailers at the
time and it was just.
It proved to be beautifulcontent that again surprised, it
delighted and it captured thataudience that could then go to
convert because they were seeingthe kind of essence and the
humor of the brand.
(09:23):
For a busy period we were andagain I can't stress this enough
how different our budgets wereto our competitors.
We really dominated that timeand that space and we sold out
of all of our hero products wewere being spoken about.
The sentiment around thecampaign, the sentiment around
the brand at the time was likewe saw some really amazing
(09:44):
results from that, but justgiven the influencer event alone
, that garnered over 5.7 millionimpressions.
We were trending, like Imentioned, on Twitter above any
of our other competitors, abovemassive sporting events at the
time, and it really repositionedthe audience of how they felt
about a brand like Iceland.
You don't get over legacyissues like perception with just
(10:06):
one campaign, but it reallywhat I love the most about that
campaign is at the time theboard and the owner was really
hit on traditional channels liketv and print and pr and we
really positioned and showed thepower of influencers, of social
media and digital.
And I remember after the firstweekend, that Monday morning
(10:26):
being invited into.
I remember my boss came to getme and saying, emily, that
Monday morning being invitedinto, I remember my boss came to
get me and saying Emily, the weneeded to come into this
meeting it was with the board ofdirectors to talk about how the
influencer event went.
They they never really caredbefore that about influencers
and social media, but theyreally saw the impact that we
were having through beingcreative and about ripping up
the rule book.
So so that really showed thebrand of okay, this is how we
(10:48):
can do things now to reallycommand attention, to capture
attention and really show thepower of digital.
At that time and this is goingback like eight years ago now.
That was one of the.
The reason I love that campaignso much is that it was really
about just doing thingsdifferently, thinking
differently and how you canreally capture attention.
Speaker 1 (11:07):
I love so many aspects of this story.
Having spent some time and donesome marketing for companies in
London, I do know that theBritish are very serious about
their Christmas campaigns.
That's just you don't messaround about it.
This is a great illustration ofwhat good marketing is, but
(11:28):
also changing the image of thebrand, like you said, from doing
very different marketing anddoing it in a very guerrilla
style, without necessarily thebiggest budget and on a limited
timeframe.
That's where you brought insome really great examples of
(11:50):
creativity, of doing things whenyou don't have unlimited
resources.
That's when you're the mostcreative and you can come up
with the best ideas, and thoseexamples you shared were pretty
awesome.
So is that what good marketingreally looks like, in your
opinion?
Speaker 2 (12:06):
Absolutely so, if I can think back, we were given
free reign to go and let's justmake an impact, and that was
about having a great time.
So the principles that I nowlive by with launching my own
business it's about producinggood marketing, working with
good people and having a goodtime, and I can honestly say for
that Christmas campaign, wewere all having the best time
together.
We were having to think outsidethe box, I think a lot of the
(12:29):
time, like, of course, no one'sgoing to say no to huge budgets
they're great to work with.
I think so much creativitycomes from when you have limited
resources, when you do have tothink differently and you think
it's not just about then copyingwhat the competition is doing.
It's actually looking left andlooking outside the category.
Think, okay, how can we reallycapture the audience?
And think about what's going tocommand their attention.
(12:50):
They're definitely principlesthat probably have influenced
why I now stand for what I standfor.
Speaker 1 (12:56):
So yeah for sure, principles that probably have
influenced why I now stand forwhat I stand for.
So, yeah, for sure.
So, with your new venture, ifyou're talking to folks and
they're sitting down with youfor a cup of coffee and you're
telling them, you should bedoing good marketing, not bad
marketing, what is the one ortwo things that you would advise
marketers that symbolize goodmarketing?
Speaker 2 (13:20):
I think it's really about challenging conventions
Like so much of the time youstill see marketing which is
just it's tick boxes let's allgo and do podcasts, let's all go
and do blogs and let's all goand post every day on social
media.
But, like, why are you doingwhat you're doing?
And I think, especially in amarketing team, like you have to
give this space and allow theculture where you're having
(13:44):
healthy debates, because a lotof the time, if you're just
going along with the consensus,it probably means that you're
also executing a lot of vanillastyle marketing.
And so, I think, really diggingdeep to understand, like, why
are we doing this and how can wedo this better and what's the
competition doing?
But again, how can we do thatbetter?
So I really think that if you'renot debating and having healthy
(14:05):
conversations about how to likealways look to strive to do
better, and that can be quitedetrimental, because I think if
you work in marketing, you'reyour own biggest critic anyway,
because you're always thinkinglike, how can we do next, how
can we do better next time?
But that's a good thing.
You should always be looking topush yourself and see what
you're capable of, because itcomes back to that whole budget
piece.
If you're given lots of budget,you're going to go and do lots
(14:27):
of great stuff, but if you'regiven less and you have to do
more with it, that's actually apower.
So healthy debate and lookingto always strive to do better.
Speaker 1 (14:38):
I like that, and what would you say is the hardest
thing about doing good marketing?
Speaker 2 (14:46):
The hardest thing.
I think marketing in general isone of those fields where
everyone thinks that they can dogood marketing, because we've
all got social media and we'reall inundated with marketing
every day, right, we're alloverwhelmed, and so I think the
hardest thing is being able toreally have a point of view in
(15:07):
what you're doing.
You might be asked to do athought leadership campaign, but
you don't really know what isthe opinion here that you're
having to deliver, right?
So I think it's being unique,doing things again and again,
but in a different way, thatyour audience actually sees
themselves in what it is you'reputting out there.
I think so much marketing thatyou see today really misses like
(15:27):
.
Ultimately, it's about theaudience, it's about who you're
speaking to, it's about theproblems that you solve, and
that's really hard if you're amarketer, because you're having
to say the same thing in adifferent way each day.
So always look to actuallycapture what is it that your
audience cares about.
You have more.
You might have different typesof audiences, and how can you
get through to them as a human?
At the end of the day, it'sreally putting yourselves into
(15:49):
the shoes of your audience Iagree 100.
Speaker 1 (15:53):
I think that's great advice and, as you pointed out,
doing good marketing is nevereasy, but it should always be
fun for sure.
Yeah, I am going to link toyour website and your LinkedIn
in the show notes so people caneasily get in touch if they'd
like to connect with you aboutthe Good Marketing Club and
(16:15):
continue this conversationfurther.
We really appreciate you beingwith us today.
Speaker 2 (16:20):
Thank you so much, Eric.
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