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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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Now displaying: July, 2015
Jul 30, 2015

Men who shave and men who don’t, this episode 31 of The Heart Of Marketing podcast is for you, and it’s about the newbie in the men’s personal hygiene category that is knocking out the biggest players.

John Gregory Olson, a man who shaves who is also a digital marketer with JGO Digital and cohost of The Heart Of Marketing, talks all around this issue of razor blades. Mostly, he speaks about this malcontent with Gillette, the category leader.

While Jayme Soulati, the other always laughing jokester and cohost of The Heart Of Marketing podcast who is also president of Soulati Media, Inc., pokes a bit of fun at John for his intense distaste about the whole topic and his need to make a switch of razor brands, John defends his brand shift with the facts.

In this episode, you will learn:

  • How a stodgy old brand sitting on its throne without a care for the new online subscription model is in a bit of trouble
  • How a category newcomer eroded market share razor by razor for the biggest players
  • The public relations opportunities for stories and content marketing around data analytics and customer behavior
  • More about the subscription economy and how you might jumpstart your brand in that realm
  • Tips on working with a massive subscriber base ala the size of the Dollar Shave Club

    Throughout this episode, Jayme and John also reference previous episodes you may wish to listen to:

    Episode 1: Taylor Swift
    Episode 2: On Disruption
    Episode 17: On Starbucks and Cause-Related Marketing
    Episode 23: On Pencils of Promise and 800-Flowers

Episode 30: Scott Hornstein on Direct Marketing

 

 

Jul 22, 2015

The big question of the day is whether to send a postcard to prospects you don't know as a branding opportunity. How many marketers still regard direct marketing as a viable campaign strategy?

Jayme's client, Alan's Collision Center in NE Philadelphia, is a non-DRP auto body repair shop. That means it is not aligned with an insurance network. To continue to keep the doors open requires marketing to people who may not need an auto body repair shop. Should Alan's Collision Center do a postcard marketing campaign to neighbors in the hopes they will recall its brand when and if they need auto body repair?

It's a common question for many businesses, and John Gregory Olson and Jayme Soulati banter about the pros, cons and details of postcard marketing with reminders to get the minutia correct!

When you consider that direct mail was all the rage back in the day and today, not so much, it's important to take a look at coming full circle and putting a postcard back into the omni-channel marketing mix.

Because baby boomers grew up in the catalog era they still like getting mail. Marketers interested in targeting the boomer generation should consider testing direct mail campaigns.

Jul 14, 2015

Direct marketing is a STRATEGY not a TACTIC, says industry veteran and influencer Scott Hornstein, featured today as the very first guest on The Heart Of Marketing podcast.

In this episode, John Gregory Olson interviews Scott Hornstein who is an esteemed international author, speaker and marketing consultant with the Fortune 100 in finance, manufacturing and hospitality.

As a pioneer of integrated marketing, Scott provides all of us with a taste of the B to B marketing world where direct marketing is the root of content marketing, and the journey toward a purchase decision plays out directly in content marketing.

Scott delivers years of intelligence to the Heart Of Marketing audience prompted by John’s pointed questions:

  • What role does the CEO play in purchase decisions?
  • Are people on board with the new way of thinking in the marketplace to be measurable and accountable?
  • Is direct marketing and email for old people and dinosaurs?
  • How do people learn today?
  • What is the ‘network of me’?
  • How do new ideas penetrate?

Listen in to hear tips from Scott Hornstein, author of Opt-in Marketing by McGraw Hill and consultant with B 2 P Partners.

About Our Guest

For over 30 years, Scott Hornstein has worked with clients in all phases of marketing strategy, research and implementation. His customer relationship methodology emphasizes respect and trust in all forms of marketing, and promotes consensual relationships between marketers and their customers to maximize customer satisfaction, retention and lifetime value.
 
Resources

Hornstein And Associates

The Scott Hornstein Methodology

The Core Reason B2B Prospecting Underperforms

11 Digital Marketing Principles

Win More Customers With Less Digital Content

 

Jul 8, 2015

In Episode 028 of The Heart Of Marketing, Jayme Soulati, president of Soulati Media, Inc., shares the current and actionable state of affairs about copyright infringement for a client website and a South Korea startup.

The company in South Korea blatantly republished some 80 reference points from Jayme's client's niche website in a specialty medical field.

You will learn about

  • The Digital Millennial Copyright Act
  • Whether to hire a lawyer
  • What steps to take when and if contemplating legal action or DIYing the situation

This episode moves quickly and is highly informative.

John Gregory Olson shares information about how to determine if a website has had content stolen. Jayme talks about her course of action to manage this unfolding situation.

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