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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: May, 2017
May 23, 2017

Did you recently hear of the trick Suave played on its consumers? Millennial women, actually. Unilever's Suave heard from its base that they wanted a higher end brand at value pricing.

Now, we all know that Suave ain't no top-shelf Tequila. It's often relegated to the drugstore shelf or the supermarket shelves with rows and rows of like products (think Head and Shoulders).

We're not making fun of the brand, just stating the facts, Ma'am.

So, some clever marketer decided to do this (take a listen and find out, K?). And, as a public relations marketer, I have to say I am duly impressed with this campaign.

All brands are interested in earning more customers. And, it's really funny to observe the category leaders try to lure the next generation of consumer to the check-out line. In this case, millennials are that newest generation, but they have no money! Remember? They're broke with college debt, and that's why they're asking for high-quality products at bargain basement pricing. (Say, whatever happened to Filene's Basement?)

We have some fun at the expense of Suave, and we also share a number of other episodes for your listening pleasure. You might like:

More on Influencer Relations Programs: Organic v. Paid, episode 88

Building Influencer Relations Programs, episode 94

May 16, 2017

If you're merely sharing on social media and not clueing into social listening, then it's likely your brand isn't powered up on social channels. There are way too many users on each social media channel and it's impossible to listen in on all the conversations without some help.

As John Gregory Olson and Jayme Soulati suggest in this episode of The Heart of Marketing, it's also important to know your objectives when you use social media. It's also important to better understand your customer so you can offer the right goods and services your customer is demanding right there on Twitter.

Every brand is suffering from negative customer sentiment; well, we only hear about the negative stories that impact a brand, right? The airline industry is one such vertical market truly suffering from poor customer service, irate customers and mission statements that fail to reach the frontline.

If you enact social listening with tools, your brand can get ahead of the negativity with some basics.

In this episode, we review a few tools to help you select social listening tools that are right for your objectives and budget.

Take a look at this PC Magazine article with a plethora of options.

Then, look into Sprout Social, one of the paid favorites, followed by Hootsuite, Clicky and Buffer.

The tools available are numerous, too numerous to count. Ultimately, it's going to depend on the size of your brand or agency, the number of clients/companies you're listening for, the budget you have to spend on these expenses, and the demands by the client in a reporting mechanism.

May 8, 2017

Veggie balls at IKEA are a hot topic, so much so that the global retailer is putting more attention on its food menus to attract a growing market of folks who just come to IKEA to dine.

Have you ever been to an IKEA, smack in the middle of nowhere to accommodate the massive warehouse and shopping experience people love to see and visit? Truly, it's not easy getting there, nor is it easy getting to the front doors depending on where you have to park.

Imagine traipsing to IKEA just for dinner?!

Well, that's what IKEA leadership began to see in the numbers of dinners served -- 650 million in one year, which caused the light bulb to turn on brightly.

IKEA has been revamping the dining experience for customers to capitalize on people who enjoy the food, like the modular dining, and want to dink around in the retail side of things and then feed the kids.

How is this a marketing story? You'll need to listen in to The Heart of Marketing and find out! And, while you're at it, you might tune in to episode 30-someting when we covered IKEA when it launched its brand new veggie ball story!

We are John Gregory Olson and Jayme Soulati, co-hosts of The Heart of Marketing.

May 2, 2017

There's an art and science to email marketing, and today on The Heart of Marketing your #RockHot co-hosts Jayme Soulati and John Gregory Olson share a few back and forths about an email that did and an email that didn't.

What does it take for you to open an email and read it until the end? Have you ever said, yes, I need to speak with this guy? Or, maybe mostly, it's delete, delete.

John and Jayme have a few stories to tell as to why one of their experiences worked while the other not so much.

And, along the way we recognize one of our buds -- Jason Falls for his enthusiasm about an email that didn't! (Remember, Jason was our guest on a recent podcast episode, and we always love speaking with him 'cuz he knows his stuff.)

Listen in today for a brief conversation about the elements that work and don't in an email you've received or sent recently.

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