Brand Fast-Trackers will help you build a stronger brand.
Each day we talk to, work with and learn from the very best marketing, advertising and media executives working on brands like Sony, Microsoft, Verizon, Ford and P&G.
This gives us unique insight into successful marketing strategies.
These lessons, combined with the experiences shared within this community, can then be applied to your own brand or business.
Click on the play button below to listen to the full audio Podcast
More and more brands have been utilizing social media as a part of their marketing mix. But jumping into the social media space can be a daunting task. In this episode, Jason Falls, a leading educator and thinker in social media and public relations shares his key insights.
Jason, principal of Social Media Explorer, is consistently rated at the top of the Advertising Age Power 150 Blogs list and works with major brands including Humana, Jim Beam, Maker’s Mark and Knob Creek bourbons, NASCAR driver Robby Gordon, Louisville Slugger, and The National Center for Family Literacy. His work has resulted in acclaim and recognition in publication and honors, including a 2009 SAMMY Award for Best Integrated Social/Cross Media Campaign. One of the most in-demand speakers in the social media space, Jason has spoken internationally and nationally and is known for his engaging style, wit and humor, brutal honesty and for adding value to each audience’s experience.
Thanks for this – I’ve been very concerned with how to start engaging in social media and Jason made it seem a bit less daunting. I particularly liked how he broke a test effort into measurable results.
Jason’s tips for gaining support with senior management were spot on. I ran into a lot of resistance with my firm’s executive team until I was able to implement a small-scale effort and show them the results.
The Social Media aspect was informative and really good to know, but as someone who’s wanted to strike out on my own, the tips on becoming an entrepreneur were invaluable. Thanks so much!
I’ve been talking about joining the Social Media game for awhile with our company, but ran into a lot of resistance. I shared this with my supervisor and got the green light for a test effort. I can’t thank you enough.
Thanks so much for this great, informative podcast. I don’t feel quite as intimidated by Social Media as before; it’s definitely time to dip my toe into the water.
Comment by Marcus Miller — March 3, 2010 @ 4:13 pm
The human mind seeks to satisfy 10 primary wants. If your brand or service can find
an authentic way to satisfy 8 out of 10, your product becomes irresistible!
http://www.specialbank.com
specialbank.com is a real encyclopedia on banking! The site helped me to find the type of institution I needed and much more relevant information. Several clicks, 15 minutes to read and now I may easily talk to the bank workers on equal terms!
Click on the play button below to listen to the full audio Podcast
What did they do differently? What were the key drivers? How did they get consumers re-energized about the brand? And most importantly, how did they invest their marketing dollars to have such a significant turnaround?
John Felice, General Manager – Ford Lincoln Mercury Marketing, shares how his team turned it around.
Clearly Ford’s multiple strategies are working…higher sales in every product category and for every brand is what propelled Ford to a 33 percent sales increase in December versus a year ago.
Kudos to Ford for remaining focused…performance + accountability = RESULTS –bottom line.
Comment by Ronald Law — January 25, 2010 @ 5:23 pm
Ford has done surprisingly well, even through that massive slump and especially compared to it’s American competition. They didn’t want a bailout, they obviously lost money but at the same time they were doing something right and didn’t end up in the red like their competitors.
Comment by Beth Wright — January 26, 2010 @ 11:29 am
Ford is not the same company it was 5 years ago. They have restructured before anyone else and began an accelerated product and development process that we’re just NOW seeing pay off starting last year…changing times.
Comment by Jeff Morgan — January 26, 2010 @ 1:57 pm
I think Ford was in a better position from the beginning. Other automotives spread themselves way too thin – too many brand and models and they are being switched up all the time. Ford has 3 main distinct brands with little overlap. It is hard to develop owner loyalty when car models are changed all the time.
Comment by Gary Webster — January 26, 2010 @ 3:16 pm
They’re the only one who actually seem to be trying and they have the results to prove it.
Comment by Ron Clemment — January 26, 2010 @ 4:08 pm
I agree with Beth – Ford has new engines, new cars, new technology…all out of their own pockets since they didn’t take the bailout money.
Ford has always been the leader in styling,but now adds the quality to go with it. Like John said, the product speaks for itself, that’s why they are on top.
Comment by Mark Lucas — January 26, 2010 @ 6:13 pm
Once a year, awards are given out for the most influential Ad campaigns in the industry. Advertisements involving consumer participation through social media and engagement were the big award winners last year. But do consumers really feel like brands are reaching out to them? And do consumers even care to be involved? We go to Times Square to find the answers.
It’s funny, because every time I hear about one of these marketing campaigns that surveys random people, or gives samples to random people, or solicits some sort of participation from random people, I always wonder who and where these people are…because I’ve never once had an opportunity to do anything like that. And you’re right, if I had a chance, I absolutely would.
Brian – Timely subject and great topic for further discussion. Brands are not taking full advantage of this phenomenon. Consumers want to be involved and brands are doing nothing more than giving lip service to the idea. I don’t understand why more isn’t being done.
It’s not being done because brands are too lazy to actually come up with new ideas. This way, all they have to do is say “Oh yeah, we totally want your input” and they do one token campaign that lets them say they’re getting input, but they don’t actually do any strategic thinking. It’s no different from brands who create a Facebook page or Twitter account just because they think they’re supposed to be using that crap, but don’t put any thought into how to leverage the tools productively.
Click on the play button below to listen to the full audio Podcast
Creating a new brand and cementing it in the mind of a consumer is one of the most challenging tasks a marketer will face. Now imagine creating that new brand in THE highest spending and most competitive category.
That was the challenge facing Kia Motors. And in this episode, Michael Sprague, Kia’s VP of Marketing, shares their strategy along with some of the key challenges they faced along the way.
I agree that you must create a long-term plan but sticking to it might not be that feasible. There’s just too many uncertainties that may require deviating from that plan all together
Comment by Robert Wright — January 7, 2010 @ 1:19 pm
Understanding who the customer is cannot be reiterated enough. Recognizing the psychographics and not just the demographics as Michael pointed out needs to be more focused on.
Comment by Ray Reynolds — January 7, 2010 @ 1:46 pm
This is a very honest and open podcast. I really appreciate Michael immediately just putting out there what some of the specific challenges that Kia faced – having a poor quality reputation for example – and importantly, what steps were taken to tackle them head on.
Comment by Beth Waither — January 7, 2010 @ 2:45 pm
Really good, detailed questions in this interview!
Listening not only to the consumers but to your team plays such a crucial role in deciding how you’re going to position your brand. You have to get everyone’s perspective.
Comment by Derrick Lowe — January 8, 2010 @ 9:58 am
Sometimes the focus is too much on creating a “spin” rather than focusing on the product itself so it’s refreshing to hear Michael recognize that a good product will speak for itself. The rest is just bells and whistles.
Comment by Margaret Roth — January 8, 2010 @ 5:18 pm
Thanks for this – I’ve been very concerned with how to start engaging in social media and Jason made it seem a bit less daunting. I particularly liked how he broke a test effort into measurable results.
Comment by Ben L. — March 1, 2010 @ 9:19 am
Jason’s tips for gaining support with senior management were spot on. I ran into a lot of resistance with my firm’s executive team until I was able to implement a small-scale effort and show them the results.
Comment by Sally M. — March 1, 2010 @ 11:18 am
Many thanks for the guest spot, Brian. Glad to have provided some food for thought for your listeners and readers.
And thanks for the feedback, Ben and Sally. Appreciate the acknowledgement.
Comment by Jason Falls — March 1, 2010 @ 11:40 am
Social Media as a tool to humanize your business…such a simple concept, but it really turned on the light bulb for me. Thanks Jason.
Comment by David R. — March 1, 2010 @ 12:17 pm
I found this podcast really informative on both social media and becoming an entrepreneur.
Comment by Felicia Smith — March 1, 2010 @ 3:01 pm
I completely agree with David. I’m not sure I’ve ever heard the business reasoning for Social Media put into such simple terms. This was great!
Comment by Luke Jackson — March 1, 2010 @ 4:44 pm
The Social Media aspect was informative and really good to know, but as someone who’s wanted to strike out on my own, the tips on becoming an entrepreneur were invaluable. Thanks so much!
Comment by M. Grimes — March 2, 2010 @ 9:31 am
I’ve been talking about joining the Social Media game for awhile with our company, but ran into a lot of resistance. I shared this with my supervisor and got the green light for a test effort. I can’t thank you enough.
Comment by B. Lamb — March 2, 2010 @ 4:24 pm
Thanks so much for this great, informative podcast. I don’t feel quite as intimidated by Social Media as before; it’s definitely time to dip my toe into the water.
Comment by Marcus Miller — March 3, 2010 @ 4:13 pm