• The Sleeping Barber - A Business and Marketing Podcast

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The Sleeping Barber - A Business and Marketing Podcast

De: Sleeping Barber
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  • Resumen

  • Welcome to the Sleeping Barber podcast with your hosts, Marc Binkley and Vassilis Douros. The sleeping barber is a classic computer programming problem that illustrates the challenges of effectively managing multiple systems processes. In business, we're faced with similar challenges. How do we align operations, IT and HR to execute a strategy and drive growth? How can accounting and legal help build and defend brands? How do marketing, sales and customer service teams effectively and efficiently acquire and serve customers? These challenging problems are exactly what this podcast is about.
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Episodios
  • SBP 081: Not All Data is Evidence. With Prof. Koen Pauwels.

    SBP 081: Not All Data is Evidence. With Prof. Koen Pauwels.
    Jul 25 2024
    This week, we dive deep into marketing effectiveness with the distinguished Professor Koen Pauwels. Get ready for a treasure trove of insights, including a checklist on increasing sales, the two most common mistakes marketers make, and whether a discount or doubling your budget will drive sales. Professor Pauwels, Vice Dean of Research at Northeastern University, shares his expertise on data-driven decision-making, the difference between efficiency and effectiveness, and the role of intuition in marketing. This episode is packed with actionable advice and thought-provoking discussions you won't want to miss! Don't forget to leave a review on Apple or Spotify if you enjoy the show. Your feedback means a lot to us! Our Guest: Professor Koen Pauwels Distinguished Professor of Marketing and Vice Dean of Research at Northeastern University Consultant for companies like Amazon, Microsoft, Unilever, and Sony Author of multiple books and award-winning papers Website: www.marketingandmetrics.com Our Hosts: Follow our updates here: ⁠⁠https://www.linkedin.com/company/sleeping-barber/⁠⁠ Get in touch with our hosts: Marc Binkley: ⁠⁠https://www.linkedin.com/in/marcbinkley/ Vassilis Douros: ⁠⁠https://www.linkedin.com/in/vassilisdouros/ Topics Discussed: • Data-driven vs. evidence-based decision making • Marketing effectiveness and efficiency • The importance of goal alignment in marketing • How to avoid common marketing mistakes • The role of intuition and creativity in marketing • Segmentation, targeting, and positioning • Old world vs. new world marketing • Effective use of discounts and advertising budgets Quote of the Episode: "In marketing, it’s better to be vaguely right than precisely wrong." - Professor Koen Pauwels Timestamps 0:00 - Introduction to the theme and Prof. Pauwels 2:55 - How Prof. Pauwels got into marketing effectiveness 3:52 - The model + the manager is better than either individually 5:20 - The difference between marketers in the US vs Europe 7:22 - Marketing Effectiveness vs. Effeciency 9:20 - ROI is limiting if you’re a mid to large size company 11:54 - ROI is NOT an effectiveness metric 14:50 - Improving marketing ROI is a team sport 16:05 - Looking for evidence where the light shines 17:37 - When Facebook Likes isn’t an objective 22:22 - Reach is a proxy metric 25:19 - The two big mistakes marketers consistently make 30:45 - Marketing theory: what still matters and what doesnt 35:43 - How does advertising actually work 38:30 - The common response to how sales volume respond to discount 41:27 - A checklist to quickly increase sales 45:40 - Reference pricing 48:30 - How do we get from here to there? 54:29 - Find out more about Prof. Pauwels 56:30 - Post-pod with V and Marc Long-Term effects of Advertising https://www.linkedin.com/pulse/long-term-effects-advertising-prof-dr-koen-pauwels-gasve/?trackingId=ydTzAVjqTFujBWIsvMnupQ%3D%3D Reference for all Published Papers https://marketingandmetrics.com/sitemap/ It’s not the size of the data, it’s how you use it https://www.amazon.ca/Its-Not-Size-Data-How-ebook/dp/B00HSUWKY4?ref_=ast_author_dp
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    1 h y 14 m
  • SBP 080: The Barber's Brief - July 18, 2024

    SBP 080: The Barber's Brief - July 18, 2024
    Jul 18 2024

    Welcome back to another episode of The Barber’s Brief. A segment where we cover news that caught our eye, a marketing moment where we highlight a case study, and our ad of the week.


    We hope you enjoy the show!


    Our Hosts:

    Follow our updates here: ⁠⁠https://www.linkedin.com/company/sleeping-barber/⁠⁠


    Get in touch with our hosts:

    Marc Binkley: ⁠⁠https://www.linkedin.com/in/marcbinkley/

    Vassilis Douros: ⁠⁠https://www.linkedin.com/in/vassilisdouros/⁠


    Time stamps:

    0:00 - Introduction

    2:56 - Measuring the relationships between brands and AI Models

    06:11 - The rise of brand refreshes over splashy ads

    09:30 - Diageo's commitment to marketing investment

    11:48 - Partnerships between media agencies and research firms

    19:06 - Ad of the Week - CeraVe New Campaign

    25:57 - Coming up next week


    In The News Links:

    Measuring the relationship between brands in AI models and market share

    Source: WARC

    Link: https://www.warc.com/content/feed/tom-roach-measuring-the-relationship-between-brands-in-ai-models-and-market-share/en-GB/9684

    Why marketers keep refreshing brands instead of betting on splashy ads

    Source: Marketing Dive - Opinion Piece

    Link: https://www.marketingdive.com/news/companies-rebranding-in-2024/719804/

    Diageo commits to ‘strong’ marketing investment as efficiency improves

    Source: Marketing Week

    Link: https://www.marketingweek.com/diageo-strong-marketing-investment-efficiency/

    Omnicom Media Group strikes a deal with a top marketing research body

    Source: More About Advertising

    Link: https://www.moreaboutadvertising.com/2024/07/omnicom-media-group-strikes-deal-with-top-marketing-research-body/


    Marketing Moment:

    A marketing Case study

    Alka Seltzer

    Plop Plop Fizz Fizz

    Background

    • In the 60’s Alka-Seltzer was suffering from poor reputation with younger buyers

    • They associated the product with over-indugence

    • Needed a new strategy to revitalize sales

    • Hired Tinker & Partners

    • Previous campaigns focused on speed of relief - no matter what shape your stomach is in

    Insight

    • Mary Wells AE caught wind that two tablets were better than one and came up with the now infamous Plop Plop Fizz Fizz campaign

    • Added the jingle, suggested how to use the product with Plop Plop (2 tablets)

    Result

    • Sales nearly doubled overnight

    About Mary

    Later became the first woman to own and run a major nationa ad agency (came up with the I love NY slogan) Wells Rich Green and first female CEO of a NYSE listed company


    Ad of the week:

    CeraVe takes on soap operas in new genre-spoofing campaign

    Video: https://www.youtube.com/watch?v=JNNwE-GZC_A

    • CeraVe launches a dramatic new campaign today (July 15) for its Hydrating Facial Cleanser, featuring video content, influencer marketing, and a mobile tour focused on skincare education, as shared with Marketing Dive.
    • The campaign includes a two-minute “Cleanse Like a Derm” video starring actress Xochitl Gomez. The storyline, full of soap opera clichés like overacting, frosted lenses, and doppelgangers, revolves around a family whose CeraVe has been replaced by bar soap. Media placements will span digital, social, and streaming platforms.
    • Fresh from a big win at Cannes, the L’Oreal brand continues to push creative boundaries. This latest initiative partners with 30 influencers to create soap opera-inspired content and kicks off a mobile tour with stops in New York, Chicago, Nashville, and Atlanta, featuring games, photo ops, and expert skincare advice.
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    24 m
  • SBP 079: First, Look Like Your Brand. With Dr. Ella Ward.

    SBP 079: First, Look Like Your Brand. With Dr. Ella Ward.
    Jul 11 2024

    In the latest episode of the Sleeping Barber Podcast, we sit down with Dr. Ella Ward, a senior marketing scientist from the Ehrenberg-Bass Institute.

    Dr. Ward shares her expertise on the importance of visual brand identity, the difference between being data-driven and evidence-based, how to create cohesive brand packaging and most importantly Marc and V get a lesson on Aussie rules footy! This is an episode you do not want to miss!


    Don't forget to join our hosts, Vassilis and Marc, for some post-podcast banter!


    Quote of the episode:

    “Your strategy can’t be based on differentiation. Your competitors will catch up."


    Our Guest:

    Dr. Ella Ward

    Sr. Marketing Scientist @ Ehrenberg-Bass Institute

    Enhancing visual brand identity across a product portfolio.

    https://www.linkedin.com/in/ella-ward-/


    Our Hosts:

    Follow our updates here: ⁠⁠https://www.linkedin.com/company/sleeping-barber/⁠⁠

    Get in touch with our hosts:

    Marc Binkley: ⁠⁠https://www.linkedin.com/in/marcbinkley/

    Vassilis Douros: ⁠⁠https://www.linkedin.com/in/vassilisdouros/⁠


    Background Research & Literature:

    https://journals.sagepub.com/doi/10.1177/14707853231201852?icid=int.sj-abstract.citing-articles.4

    https://www.unisa.edu.au/media-centre/Releases/2023/coloured-by-numbers/

    https://www.linkedin.com/posts/ella-ward-_distinctiveassets-evidencebasedmarketing-activity-6785027383834611713-eeTI

    https://marketingscience.info/research-services/distinctive-assets/


    Timestamps:

    0:00 - Podcast Introduction

    0:50 - Introduction to Ella

    3:31 - Path to becoming a Marketing Scientist @ Ehrenberg-Bass Institute

    4:28 - Ella’s areas of research

    5:23 - Visual cohesion across the brand portfolio

    6:40 - The scientific revolution happening in marketing

    8:39 - Marketing science matters because the real world is a very weird place

    10:33 - Data-driven vs. Evidence-based marketing

    13:05 - Using science to lead change

    16:40 - Bloodletting & changing paradigms

    18:30 - The difference between brand books and Distinctive Brand Assets (DBA)

    20:44 - Making brands available & linking brands to memory

    23:22 - Brand management isn’t about policing, it should be fun

    26:45 - Rebranding? Know what assets trigger the brand

    29:20 - How effective are your DBAs at triggering memory

    30:52 - Why characters are more memorable than other types of distinctive assets

    34:20 - Rebranding? know the strength of your distinctive assets

    36:15 - Adding to your distinctive asset pallet - Ikea voiceover

    39:10 - Hagen-Dazs Case Study

    39:40 - Package colours used to signal variety aren’t often effective

    43:17 - The danger of using colour to signal a variety

    45:38 - Prioritize your branding over colour signalling

    49:43 - Decreasing product packaging types to improve advertising efficiency

    51:00 - Cohesive branding improves the bottom line

    53:17 - Differentiation v. Distinctiveness in product packaging

    58:25 - Packaging Services

    1:01:45 - Post-pod with V and Marc



    Where to Listen:

    Apple Podcasts: https://podcasts.apple.com/ca/podcast/the-sleeping-barber-a-business-and-marketing-podcast/id1609811324

    Spotify: https://open.spotify.com/show/4v0kaM350zEY7X2VBuyfrF?si=7083317d5afd488b ⁠⁠

    Youtube: https://www.youtube.com/@sleepingbarberpodcast





    © 2024 Sleeping Barber
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