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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: August, 2016
Aug 30, 2016

Organic influence is rarely addressed on this whole influencer relations spectrum. Most of the relationships brands have with influencers is all about the paid opportunity.

You know, when a fairly large brand hires influencers to stump for that brand and the influencer gets paid to do so? There has to be a disclaimer for that or else the FTC will breathe down the necks of brands and influencers, too.

That said, P&G launched a huge influencer campaign with mommy bloggers. The brand was touting its new diaper and moms were all over it. Turns out the diaper wasn't working and babies behinds were getting painful rashes. Ouch. P&G turned it up a notch and enlisted support from an entire cadre of mommy bloggers to listen and turn it all around.

That's a good paid influencer story.

What's a good organic influencer story? In this episode of The Heart of Marketing, Jayme Soulati shares her story about becoming an influencer in public relations via development of her personal brand as a blogger. You'll hear about how that happened and the result.

This influencer thing? It's all the rage right now, and in Episode 86, we share some good thoughts about the topic, too. In this episode, we give a shout out to Mark W. Schaefer and his cohost Tom Webster on The Marketing Companion podcast who just realized the fun of audio emojis. John Gregory Olson is the KING of audio emojis and has been doing them for exactly 87 episodes!

When you listen, think of what we say as this:

1. Does my business need a boost with an outside influencer to help share stories about my brand to their customers who may become mine?
2. Do I have a budget to spend on a paid influencer campaign?
3. Can I do organic influence based on my ability to parlay my personal brand throughout a wider net?

If you're stuck with this whole influencer thing, give us a shout. We can help you on the show with some thoughts because 3 heads are better than 1!

Aug 23, 2016

Mega churches are little cities. In fact, they are large corporations with tens of thousands customers, two-to-three hundred staff and internal marketing teams that function like an agency.

Living Word Christian Center in Brooklyn Park, Minnesota is no different. Our illustrious co-host on the Heart of Marketing John Gregory Olson is a congregant there and, moreso, he's a videographer operating cams and production for the weekly services.

Our guest today is Kevin Weiers, a visual brand marketing professional for Living Word. What Kevin says is cookie cutter. You can pick it up and transfer it seamlessly to your own branding and visual marketing to rock the customer engagement.

Here is only a smidge of what you will glean today from Kevin:

1. Get a response. Marketing is all about earning a response and rebranding is not always the answer.
2. Brand consistency is important across all the channels.
3. Empower the client and customer to evoke emotion.
4. Ask for feedback! Before a rebranding, which can easily fail, do the research.
5. Make a connection to the vision.

We're so thankful of Kevin's time to be with us today. He shares some #RockHot insights that teach, and you can be his student. Take a listen!

You can connect with Living Word Christian Center, Minnesota this way:

Facebook -- https://facebook.com/livingwordmn

Instagram -- @livingwordMN

Twitter (in the title)

Aug 16, 2016

This episode of The Heart of Marketing with John Gregory Olson and Jayme Soulati explores the circle of influence, that old-new buzzword coming back and remaining in vogue.

Back in the day, when social media was nascent, Klout took control of influence. Then folks began to dissect this gamification as foul. Triberr roared with bloggers and an influence program that paid bloggers to write for startups and brands wanting more clout. Kred was born to compete with Klout, and ohmygoodness, each of these three still exist but are mere shadows.

Then Facebook reared its _____ head (you fill in the blanks), to adjust its algorithm (surprise!) again by putting friends and family first at the chagrin of publishers.

What that means is the need to develop an influencer campaign.

If you'd like to learn more about what that looks like or even means for your business, listen in.

We'll take a look at:

1. Vetting an influencer

2. Disclaimers for influencers you hire

3. What does influencer mean, really

4. Some tips on launching such a campaign

5. Why you may consider it

 

Aug 9, 2016

IDG is the world's largest tech and data company, or some such big descriptor, and is a large global Fortune company.

Like other companies, it has a culture and it has a brand; yet, the two were misaligned. Sound familiar? We've done a Culture Series on The Heart of Marketing where we explore how culture aligns with brand and mission, vision, values.

IDG looked across its corporation and realized how siloed it had become. Customers knew one specific product solution, but had no idea about others the company offered. That's a branding fail! No cross selling could occur well.

There was splintered messaging, employees were uninformed, there was no chief marketing officer at the helm, and a series of other 'nots.'

It was time to take action, and how did IDG do so on a global platform?

EMPLOYEES.

A very grassroots approach using employees was how IDG launched a brand culture revamp. Brand Ambassadors were its secret sauce, and these people were not from the marketing department!  The brand ambassadors were authentic, and became authentic influencers, too.

This episode is a must-listen because it's a perfect example that you can't be too large and still need to align brand culture with mission, people, vision, customer, and values. Right?

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Brand Amplification with @danielghebert of Post Beyond

Our co-host @digitaljgo shares his rebrand story

The pros and cons of patriotic branding

Aug 2, 2016

Think about your colon health. This episode is about that. If you're 50, you know you're supposed to have a baseline colonoscopy about that time, right?

Well, hats off to the makers of Nolan The Colon, a 20 ft. inflatable colon wending its way to a venue near you.

Traditional public relations (PR) has always worked, but it got put aside during the onset of digital marketing. Now that we're in the post-social media era (where social media is no longer new and it's become integrated into the rest of the marketing world), marketers and public relations professionals need to be creative again and use the media tour, the event strategies, and the unique to entice consumers to pay attention.

It's all about clutter right now, and when an event strategist uses good old public relations, hat's off!

Jayme Soulati is a veteran PR professional and John Gregory Olson is a digital marketer who integrates all the blended marketing into his campaigns. Together they are The Heart of Marketing, and this podcast would not be alive and well without you.

Listen in for ideas you may want to consider for your business, whether or not it's health oriented or not. Because, consumers like a walk through a polyp-littered colon, right?

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