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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: April, 2016
Apr 26, 2016

Why Try Viral Marketing?

John Gregory Olson is here today to make fun of me, Jayme Soulati, on this podcast episode on The Heart of Marketing. Listen for it; I promise you'll want to hit our website, click on the purple 'send voicemail' button on the right side of the site and tell John to be nice to me!!

Actually, we thank Al Strauss for listening and doing exactly that -- sending a voicemail from our website. Listen for Al's story in this episode!

But, back to my intense plea for help...

Seriously, Listeners. Let's launch a viral campaign to put John back in his place! I don't want him to pick on me any more, but if the shoe fits, right?Segue...

Is Viral Marketing For You?

There's a mosh pit (yeah, apparently that dates me) of marketing mutations in the jargon-filled world in which we work and play. Among them are:

Word of mouth
Influencer
Referral
Viral

Omnichannel

Even if you're not doing any of the above well, or you're trying desperately to capitalize on viral marketing, why try, seriously), it all boils down to one thing...you're gonna have to listen up to learn what that one thing is for your business -- small, mid-sized, large, or larger. There's a common thread, trust me.

And, while you're listening, do not laugh at my ignorance, dang it.

Apr 19, 2016

I am a self-professed Twitterholic -- that's someone who is addicted to Twitter. Truth be told, the changes on the channel have me keeping an eye on things from afar; yet, this remains my very favorite social media channel, and it should be yours, too.

For a global event, the Nuclear Industry Summit, ECI Communications was hired to promote the event with a website from scratch, a Twitter stream from scratch, public and media relations, and video production. It was a huge event with three months to pull it off. I was the Twitter peep behind the scenes for the entire event.

Twitter Nuclear Energy Story

This episode of The Heart of Marketing is a story about live tweeting for an event and what happens prior and beyond. It consists of my tips (I am Jayme Soulati, BTW) on how to use Twitter with best practice to realize the goals for the event.

There was strategy, a thoughtful approach to tweets, a very thoughtful approach to engagement, and a need to bone up on the subject matter quickly to be smart when tweeting. I can honestly share that Twitter was responsible for 90% of the traffic to the nascent website prior to the first multi-media news release being published.

Learn from this episode and please do consider Twitter as one of the best media for your event and even daily content marketing.

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A Nuclear Energy Case Study

Apr 11, 2016

In this episode of The Heart of Marketing, John Gregory Olson and Jayme Soulati share some stories about their own customer experiences that resonate with value, emotion, and making someone feel special.

Jayme was recently a guest at the Grand Hyatt--Washington, DC for a global summit. As she social media-zed her experience in pictures and posted on Twitter, Instagram, Facebook and Foursquare, the Grand Hyatt was right there saying thanks. Then, a bowl of chips, dip and waters arrived in Jayme's room with a hand-written note of thanks. Can you guess how that made Jayme feel?

Yes, special. And, that's what Tory Burch Sport is doing in NYC -- shaking up the customer experience with a run-way feel in the store and a spa-like relaxed setting for customers to have a seat, speak with designers, have a beverage, and talk style. For its first non-line store experience, Tory Sport is approaching customers drastically different -- on purpose.

How can your business get in this groove? You do know that 'customer experience' is the new marketing buzzword, right? Well, we've talked all about this in Episode 55 on Experiential Marketing, with Trader Joe's and Grocers get local in Dayton, Ohio, too.

The thread that ties it all up in a bow is value, emotion, feeling, and heartfulness. Can you make your customer feel heartful? What do we mean by that, anyway?  Listen in, and you'll soon understand what John and I mean. We couldn't resist bringing this story to you because even the Wall Street Journal is getting with the program and featuring Tory Burch Sport and customer experience.

Apr 5, 2016

   

Measuring the success of social media and content marketing is the Holy Grail; make that the illusive Holy Grail. Some do it extremely well, while others suffer attempting to put ROI against a content strategy.

The C-suite seems to ask for ROI against everything done within a company and that often comes without regard for the softer side of marketing (often called public relations).

In this episode of The Heart of Marketing, John Gregory Olson, the extraordinary producer of our show, and me (Jayme Soulati) wax and wane about what ROI means to content marketing and overall strategy.

This episode is my new epic favorite. I am so impressed with our topic as we cover:

1. Why ROI is not always the first best practice to put in place for content marketing

2. The empowered consumer and her control over the marketing funnel and sales decisions

3. Which metrics to put in place all the time that influence ROI

4. Why brands are failing in content marketing by attaching ROI to content

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Do take a look at Episode 2 on The Heart of Marketing where we address marketing ROI!

Adrienne Smith was our featured guest on Go for Heart -- 02; she's the consummate community builder and engagement professional.

 

 

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