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The Heart Of Marketing

Despite all the latest digital marketing technology, the fundamentals of good marketing haven’t changed a whole lot. At its core, we still need a solid strategy. And we still need to make human connections. That is The Heart of Marketing. Join hosts Jayme Soulati and John Gregory Olson for an informative and entertaining romp through the digital marketing world today. You get an insider view of a variety of topics to help you win customers and grow sales. Some of the topics we’ll cover include: online publishing, public relations, content marketing, social media, mobile, branding, message mapping, marketing integration, and lots more. All delivered with the wit and wisdom of two accomplished marketing pros. Meet your hosts ... JAYME SOULATI is president of Soulati Media, Inc. and is a message mapping master. She hails from Chicago's public relations firms and delivers strategically blended marketing based on core PR with content, social and digital. She is an award-winning blogger since 2010 and brings perspective in business since 1984. Jayme is a past president of the Publicity Club of Chicago. Find her at Soulati.com. JOHN GREGORY OLSON has more than 25 years of B2B marketing experience in both agencies and corporations spanning manufacturing, legal publishing, imaging supplies, healthcare, and nonprofit. John has designed and executed marketing strategies that have generated in excess of $300 million in revenue for 3M, Thomson Reuters and other global businesses. John is a past president of the Midwest Direct Marketing Association. In 2014, John was ranked #52 on Onalytica's list of the top 200 content marketing influencers in the world. John specializes in helping midsized business organizations grow customers and sales with integrated digital marketing strategies. Find John at JGODigital.com.
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061: Lessons on Branding and Earned Media from The Shaolin Temple [Case Study] 0
Feb 23, 2016

We owe Christopher Beam, a journalist with Bloomberg BusinessWeek great applause for his story, Ancient Branding Secrets of The Shaolin Temple, that provides the core of today's episode on The Heart of Marketing.

Jayme Soulati and John Gregory Olson take a reverse look at media relations from the perspective of the journalist as he shares the story about Shi Yongxin and his escapades to turn a small monastery in China, The Shaolin Temple, into a tourist attraction in Australia.

The commercialization of culture could be the crisis communications story because Yongxin does everything wrong and gets caught in the process (yet his plan continues). The story is so fascinating and Jayme intended to share the elements of national news you need to know before earning a story in BusinessWeek or the Wall Street Journal.

This episode shares more tips for companies and business owners about the pitfalls of being targeted by media to tips for preparation should it happen. Jayme, a former media relations agency pro in Chicago's PR firms, talks about story elements, whether the media can be trusted, how social media is a negative during scandal, and more.

Resources

IKEA and the New Rules of News

Christopher Beam, Businessweek

The Heart of Marketing

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©Copyright 2015. Jayme Soulati and John Gregory Olson. Use of this broadcast is prohibited without consent of the authors/hosts.