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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: June, 2016
Jun 28, 2016

Marketing funnels are not dead, contrary to what many think. Our guest today, Jeremy Reeves, is a direct-response copywriter who writes for the sales funnel. He has been so successful that in his career he has generated some $50 million for his clients...wowza. He is a podcaster, guest blogger, social media pro, and as stated an expert in funnels. How can you not listen?

John Gregory Olson tries really hard to get Jeremy's secret so The Heart of Marketing can be as successful, or perhaps just a smidgeon of that success, and he does succeed in getting Jeremy to spill:

Jeremy knows something about building trust to get the customer to tap into the funnel and the product at the narrow bottom.

Jeremy says that funnels need to be transparent or the intention needs to be such.

Funnels should add value, and customers should trust you and want to click deeper because everything you present and position needs to work hand-in-hand with the pillars of heart marketing (OK, maybe that's what Jayme Soulati said).

There is so much more Jeremy covers in today's episode on The Heart of Marketing podcast.  If you have a question about funnels and whether you have to do one for your business, then this episode is for you.

And, as you listen, please don't miss The Wizard of Oz connection, courtesy of John Gregory Olson! It's his fault this episode is chock full of laughs (but only in the middle and end, heh).

Jun 21, 2016

There's no question Harley Davidson is an iconic brand with immense Boomer loyalty, but can it earn that loyalty among the newest generation of consumer that lacks extra income for luxury purchases the likes of Harley Davidson?

Harley is asking the same thing and expanding its reach abroad to other countries in the hopes of getting consumers to pay the sticker price for a brand new Harley Davidson prestige motorcycle.  The company does not want to discount its merchandise at this point; yet, it continues to conduct giveaways of Hogs on its social media sites.

Enter RevZilla

As a relative newcomer to the motorcycle category (nine years), RevZilla out of Philadelphia is banging up the accessories market and earning intense customer loyalty among consumers of gear.

Born of three passionate millennials, RevZilla was recently featured in Bloomberg Businessweek in a story that showcases its amazing connection to consumers via  culture, education, and commitment to customer experience.

Gear Geeks attend Rev U, an intense educational/university-type course to educate front-line associates in all things culture, product and the customer experience with satisfaction being numero uno.

John Gregory Olson and Jayme Soulati (moi) are non-motorcycle savvy, but that doesn't mean that we can't recognize a good marketing story when we see one.
The Heart of Marketing heart pillars of trust, relationship and helpfulness are indicative of RevZilla, and we're so jazzed to have you listen to what makes this company a success.

We are always seeking neat stories for our Go for Heart program, and we did invite Anthony of RevZilla to join us on the show; however, he must be on extended vacation as he never answered (lol).

Listen in if you love the motorcycle experience and see if you agree that RevZilla is banging up the category with the customer and safe gear in mind.

Jun 14, 2016

How many times weekly are you asked to take a survey, just a little one, to rank, rate and score someone's performance? Uh-huh, we too. On this episode of The Heart of Marketing, John Gregory Olson and Jayme Soulati explore the weariness of customer surveys and the ask for that '10' score...or else!

What is the true motive for all of these surveys, anyway? And, let's be clear, there's a difference between:

Surveys
Ratings
Reviews

We do dance around each one as they are all disruptions the customer is feeling about a product or service. Most of us can't get away from them, however, because there are robo-calls that never quit until you comply. There are surveys that pop up in seconds after concluding an online help chat; there are third-party companies assigned to make the phone calls for the auto body repair or the vehicle purchase.

At the end of the day, does all of this data help you better understand your customer? Are you truly using this information to create better widgets and put better customer service reps in the call center?

We may skirt this issue very well, but at the end of the day, the best way to get to know your customers' opinions is to do this very simple thing...take a listen to find out what!

Jun 7, 2016

In time for the Fourth of July, the Olympics and the critical U.S. Presidential election, Anheuser-Busch has changed Budweiser to 'America' through November 2016.

Budweiser ads have run the gamut from the Clydesdales to puppies to Millennials, and even a sexist ad that required an apology. The King of Beers is attempting to be all things to all people, but one thing is for sure, it's rebrand to America is all about waving the flag.  

(And, a shout out to Mark Schaefer of Businesses Grow blog. Mark summarizes well what John Gregory Olson and Jayme Soulati frequently talk about on The Heart of Marketing podcast. We're thinking he probably gets a ton of his ideas from us! LOL)

The Trending of Branding

Should all brands wave the pink and the red, white and blue? There are pros and cons. Budweiser and Starbucks, for example, are saturated brands. Consumers are fully aware of these global brands, so what can a brand do in the marketing sense?

Budweiser has been consistently patriotic. It has a history of using the flag and Statue of Liberty on its packaging. When a brand owns packaging real estate, it has opportunity to get creative.

A company needs to understand its mission and also not to forget employee sentiment about events and campaigns. If a company's employees are a melting pot, then extreme branding toward an issue may not work. Getting buy in from all stakeholders is wise when it comes to branding for a cause or national event. 

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