Marketers In Motion

Informações:

Synopsis

The Marketers In Motion Podcast powered by the West Michigan Chapter of the American Marketing Association. Marketing is our passion, and as a Chapter we hope to inspire dialogue, fuel creativity, and create a community for marketers everywhere. Let the inspiration and dialogue begin.

Episodes

  • Inspiring Connection In A Hybrid Workplace

    08/02/2022 Duration: 47min

    Inspiring connection in a hybrid workplace is going to be key for fostering a culture of connection. Many of us have gotten used to learning, living, and leading from home. While this has created flexibility and autonomy among teams, this can also create a sense of disconnection and isolation. Demonstrating empathy for the changes we are all going through and understanding ways to restore energy and team member interaction are critical. Today we’ll chat with our guest Mark Ostach as he provides us with ways to reignite human connection in a hybrid workplace leaving you filled with newfound courage to connect. Mark Ostach CEO, Leadership Coach & Facilitator Mark Ostach is on a mission to help professionals, teams, and leaders connect with themselves, each other, and their collective purpose. Ostach’s goal is to restore energy and focus to organizations and individuals battling modern life’s non-stop pace and growing sense of disconnection. A wellspring of energy and born empath, Ostach holds degrees in busin

  • Swimming Through The Data: Demystifying the Complex Simplicity of Data-Driven Marketing

    12/01/2022 Duration: 46min

    ‘Data-driven marketing’ is a broad term referring to the process by which insights from data analysis are used to build targeted marketing campaigns. This process is both art and science. It blends the logical disciplines of data extraction and analysis with the out-of-the-box creativity of which data to unearth, which types of clues to search for within the data mounds, and how to use those insights to your advantage. Key Takeaways -Understanding the basic philosophical concepts behind successful data driven marketing, and that they often have very little to do with the data itself. -Recognizing that there are many aspects to a successful data driven marketing approach that require constant assessment and refinement, rather than just one cookie cutter playbook. -Recognizing the early warning signs that your data driven marketing campaign may not be on track. Keith Brophy COO, ADHD Online Keith Brophy is a West Michigan-based entrepreneur with a background of building various nationally-focused businesses.

  • More Signal, Less Noise: Finding & Focusing On Metrics That Matter

    19/10/2021 Duration: 51min

    As the world goes digital, marketers are inundated with data about customer behavior. To avoid being overwhelmed we need to have extreme clarity on the business outcomes we are seeking and the analytics that will guide them. Today we’ll talk about best practices to achieve clarity on those objectives, how to find, and use the right analytics to measure success. Key Topics -Assessing Objectives -Determining Relevant Analytics -Interpreting The Data Joel Ombry Owner, Veracity Mine LLC Joel Ombry served in various roles including market intelligence, strategy, and analytics at Amway Corp. for over 26 years. Most recently he was a Lead Data Analyst in Digital Analytics in the Technology organization. Prior to Amway, he served as an Intelligence Analyst for the U.S Customs Service. He hails from Michigan and attended the University of Michigan and George Washington University in Washington D.C. Show notes, resources & links available at amawestmichigan.org/ep32

  • Personal Branding Strategies For A Rewarding Career

    28/07/2021 Duration: 01h09min

    The majority of our AMA programming focuses on marketing, innovation, and problem solving for the organizations at which we work.  In this podcast we flip the script and put ourselves in the spotlight, discussing personal branding strategies and storytelling for a rewarding career. How often do you think about where you want to be in 5, 10, even 15 years? How can you create a network and surround yourself with colleagues that will challenge and inspire you to grow? What types of ongoing education, training, and certifications can help take your skillset to the next level? How can you keep your resume and portfolio updated with not only a laundry list of past responsibilities but a proven track record of success and accomplishments?  Today we’ll chat with Angie Callen, Founder and Principal at Career Benders Inc, a Certified Professional Resume Writer, Certified Professional Career Coach, and host of the new No More Monday’s Podcast about how you should plan for the long term on your most impressive asset, y

  • Building Brands Through Experience Design

    08/06/2021 Duration: 01h11min

    Agencies and marketers alike are addicted to storytelling. The advent of so-called content marketing has been the equivalent of a speedball coursing through the craving veins of marketers who think that every problem can be solved by telling a better story. Soon they are going to miss a window of opportunity that will quickly end up in someone else’s portfolio. If marketers and agencies don’t come to terms in a hurry with the structural factors that have set the stage for experience-driven brand building, CEOs are going to tap other resources to do it instead. Experience design is the next frontier for brand-building. Key Topics -Experience Design -Customer Experience/Service -User Experience -Solutions vs. Products Russ Klein CEO, The American Marketing Association Russ Klein has quarterbacked teams for many of the world’s foremost brand names—holding top marketing and advertising posts at Dr Pepper/7UP Companies, Gatorade, 7-Eleven Corporation, Burger King Corporation, and Arby’s Restaurant Group. He ha

  • How to Rock Your Pitch

    11/05/2021 Duration: 59min

    You have to pitch for money for your business or project. You have to tell your boss you deserve a raise. You have to explain why your project is going to be successful. In order to get to X ( the numbers), you’ve got to explain Y (the why). In this discussion we’ll talk about how the numbers tell the story AND how the stories tell the numbers.  We’ll also discuss: -How the numbers can tell a story -How to tell the story without boring people -How to get your audience to feel something -How the story AND the numbers make the ultimate impact Key Topics -Pitching Your Ideas -Data Collection -Assessing the Impact -Storytelling -Relating to Humans Melanie Spring International Keynote Speaker & Brand Storyteller Working as a brand strategist with businesses of all sizes - from big brands like Five Guys to brand new entrepreneurs - for the past two decades, Melanie once drove 7,000 miles in 3 weeks on the Live Your Brand Tour to find out why great brands work. The HUMANS were at the center of everything. Al

  • Cultural Competence & The New Marketplace

    17/03/2021 Duration: 01h06min

    The truth comes with every phone conversation, every email or text received: your customer base is more diverse than ever. And nowhere is this new reality experienced more than in your brand’s marketing efforts. A marketer’s ability to navigate the shifting cultural landscape plays a crucial component in your organization’s ability to forge long-term success. With an ever changing marketplace, organizations who are considered to be the leaders in employee and customer engagement understand that opportunities to connect with new customers and increase marketplace presence are endless - but building these relationships take time. The dividends, however, are both tangible and sustainable. Key Topics -Cultural Competence -Multiethnic Marketing -Diversity -Inclusion Skot Welch Skot is the Principal/Founder of Global Bridgebuilders (GBB), a firm focusing on Organizational Development, Cultural Transformation and Inclusion. Global Bridgebuilders is an international team providing services to enterprises across

  • Amplify Your Social Media Messaging

    11/02/2021 Duration: 01h13min

    Back in April, we planned to discuss how organic engagement reached an average low of .07% in 2019 and how can one ensure their message is being seen, but more importantly, heard, using digital media without the constant pay-to-play model? Since then, the pandemic hit and marketers have helped to shape how we communicate with audiences and bring new content, videos and events to life in virtual formats. How can we as marketers, in an age of digital content saturation, reinvent and find ourselves pushing to move our brands to the top of a sea of samesies? What we do is not unique, but how we do and share it can be. The key is to capture attention, amplify our message and keep our audience coming back for more. Ultimately, we are becoming a destination that attracts the right leads to your message without the constant need to spend more money on ads. Key Topics -Best practices to turn your followers into true fans, your clients into advocates and your community into collaborators without an ad budget. -The a

  • Resilience & Reinvention

    10/09/2020 Duration: 45min

    As we’ve all experienced, disruption can come quickly requiring nimble thinking and the ability to pivot. As we continue navigating these unchartered territories, marketers must remain resilient and focus on adaptability and reinvention. But, with all the change, it can be hard to know what direction to take and what strategies to put into place to adapt to the ‘new normal’. That’s why this year we’re focused on “Resilience and Reinvention” with programming designed to help marketers adapt to rapid change and find creative solutions to reinvent the way we do things. Key Topics -Adjusting & Adapting Marketing Strategies -Marketing Challenges -Marketing Strategies -Virtual Networking -AMA WM 2020/2021 Programming Ben Kaluski & Adam Clarke We’re excited to have with us two of our very own AMA-WM board members, Ben Kaluski and Adam Clarke. Both Ben and Adam are going to share with us a little about our upcoming season as well as how they’re seeing resilience and reinvention play out in the marketing space. Th

  • The Marketing Metric Of The Future…Trust

    23/06/2020 Duration: 01h21min

    The marketing metric of the next decade will be trust. There will be no more effective - nor more critical - way of building a brand than building a community who trusts you enough to advocate on your behalf. With trust in brands and advertising at an all-time low, there will never be a better time to build a human-centered marketing strategy. The tactics of this decade - data collection, tracking, endless ads - will not work in the next. Your customers are already telling you how to connect with them in a way that will grow your business. Are you ready to listen? Key Topics -Trust -Privacy -Personalization -Zero Party Data Cliff Seal Cliff is a Principal Designer at Salesforce, helping build world-class customer experience tools. Through talks and workshops given around the world, he helps companies become customer-centric by leveraging proven research and design strategies. He lives in Atlanta where he co-organizes amUX, a morning meetup for the city's user experience community. He also co-hosts TuneD

  • Adapting Your SEO Strategy In Times Of Crisis

    28/05/2020 Duration: 01h10min

    Communication is of utmost importance in times of crisis. During the pandemic many online platforms have offered tools that allow us to note our businesses as being temporarily closed, operating with restrictions, and/or provided the ability to post specific updates to our followers. With so many platforms, which should you be focusing on if you have limited resources? How have and how should you adapt your SEO strategy for the current marketing climate? In this podcast we’ll discuss why adjusting your SEO strategy is important, which business listings deserve your utmost attention, adjusting your marketing automation for the current climate, refocusing your content strategy on what’s relevant, along with some crisis communications dos and don'ts. Key Topics -SEO Crisis Strategies -Google My Business Updates -Automated Messaging -Crisis Content Strategy -Crisis Communications Best Practices Jason Dodge Jason Dodge is the founder and chief strategist at search marketing firm, BlackTruck Media + Marketing, w

  • PR & Marketing in Times of Uncertainty

    15/04/2020 Duration: 59min

    As marketers we understand branding, communication, and brand storytelling, but what happens when the landscape changes and we’re faced with a crisis? How do we shift our voice and tone from our normal day to day communication while maintaining our consistent brand and image? The Coronavirus is not just your average crisis, it’s a global pandemic. As the outbreak unfolded before our eyes, we were transformed from brand storytellers to the calming voice of reason and guidance for our organizations, coworkers, clients, customers, and followers. As the pandemic evolves, how can we continue being brand ambassadors while also balancing the delivery of important news and updates in an understanding and empathetic manner? Key Topics -Public Relations -Marketing -Crisis Communication -Working Remotely -Virtual Meetings Amanda St. Pierre Amanda is the Director of Advancement Communications at Aquinas College. She has worked in PR and marketing since 2004, primarily serving healthcare and community philanthropy org

  • HR Marketing & Crisis Communication

    05/04/2020 Duration: 01h49s

    With unemployment at 3% (as of 2/11/20) and upcoming demographic changes imminent, it's all hands on deck to help in the "war on talent." In the past, it was the HR department's responsibility to find and hire the right people. Now, successful companies are realizing that recruitment is every department's responsibility. Marketing teams are being tapped to assist HR and talent acquisition departments. What does that mean for your company? How does your marketing team tackle "all other duties as assigned" when it comes to attracting talent? And how do you integrate this new audience into your existing marketing efforts? This Lunch & Learn presentation was held before the onset of the Coronavirus Pandemic. At the time of the podcast recording on 3/23/30 we discussed the additional layer of the importance of HR & Marketing collaboration during times of crisis such as the now unprecedented global pandemic. Now more than ever, HR & Marketing must work together to communicate vital information to staff, clients, c

  • Mutlimedia Marketing

    18/03/2020 Duration: 01h07min

    Part of the challenge of an effective multimedia marketing campaign launch is knowing where to begin and what to focus on. The goal is to gain immediate impressions and, most importantly, long term retention. Marketers at companies of every size grapple with market placement, brand awareness and cost efficacy. The purpose of content marketing is to create and share relevant written, downloadable, and visual media so your target audience can learn about you as a brand, your products and services, and your expertise. Video marketing is highly effective in appealing to and converting customers as more than 50% of consumers prefer video content over other forms of content like emails, social, and blogs. Podcasts are also one of the hottest new media channels for targeting specific audiences and establishing your brand as market influencer. In this podcast our panel discusses the most popular multimedia channels including videos, podcasts, photography, blogs and webinars to discover the best outlets to gain maxi

  • Visual Marketing & Photography

    27/02/2020 Duration: 01h09min

    Visual Marketing & Photography is a major component of brand storytelling. Every photo and visual element you share is a direct representation of your organization. In this episode we’ll discuss the impact your company's own images make on all of your marketing materials. We’ll also reveal insider tidbits about how all images on the web are found by search engines, how search can tell when stock photos are being used, why that impacts your reach, and how original photography can lead to a significant increase in conversions. Key Topics: -Visual Storytelling -Photography Tips & Strategy -Digital Asset Management -Stock Images -Image SEO -Copyright & Usage Rights -Visual Marketing Trends Adam Bird Adam Bird of Bird + Bird Studio is part of a husband & wife team that works with a variety of clients nationally,  from their studio located in the heart of downtown Grand Rapids. His career started early freelancing for local newspapers while in high school and throughout college. This evolved into working as a fr

  • ROI Of The Third Kind-The Exponential Power of Business & Nonprofit Partnerships

    13/02/2020 Duration: 01h15min

    Bill McKendry has been mixing business and nonprofit organization passion and purpose with clients for over 25 years. In this podcast we discuss how best to create brand and cause advocacy that creates win-win-win situations for both businesses and nonprofits alike. We’ll review examples from well-known companies like REI, Furniture Row, and JBL while discussing best practices. We also touch on ways to view public/private partnerships in a new light and offer a new perspective on the potential returns from these relationships, including: -RO Investment – Leverageable for the good of business, nonprofit and cause -RO Involvement – Engaging good done/felt by company, employees, customers, vendors, etc. -RO Impact – Measurably good for the people/things in need Key Topics: -Brand & Cause Advocacy -Cause Marketing -Nonprofit Marketing -Business & Nonprofit Partnerships Bill McKendry Bill McKendry is Founder + Chief Creative Officer of HAVEN | a creative hub and Founder + Board President of DO MORE GOOD Bill’

  • What's Next In E-Commerce Marketing

    27/01/2020 Duration: 01h03min

    EP 17: E-Commerce is a daunting topic for marketers everywhere. We'll work through 10 questions your e-commerce business can use to align and focus your organization for success. These include consumers and their experiences, your brand, products and services, technology, data privacy, innovation, markets served and what's around the corner for all of us. Key Topics: -E-Commerce Marketing -E-Commerce Evolution -E-Commerce & Communication Technology -Leveraging data, privacy & security -Distribution Channel Strategy John Tegner John Tegner has spent most of his career in the apparel and footwear industry, starting at Wolverine Worldwide and now at EssilorLuxottica and Costa Del Mar. He has worked to help large, global brands expand their traditional business models through the ascent of the Communication Age. John is passionate about brands and consumers and has a love for helping businesses think through how to best connect consumers to great products and services to improve lives and the world. John Tegn

  • The Evolution Of Content Marketing

    17/12/2019 Duration: 01h46min

    EP 16: Over the years, we have become a society reliant on technology more than ever, and therefore, more "connected." We no longer knock on the door, we text them "here." We don't ask to see a manager, we either directly message the company or leave a scathing review on social media. Speaking of social media, businesses & brands used to get that for free, but in addition to only being able to reach a fraction of our earned following, the average return on ad spend on those platforms has plummeted over 90% over the past 3 years! So what's next? All of those "best practices" blog articles and professionals telling us: create snackable content; post on social media at *this* time; keep your newsletter to this length; be present everywhere, etc. have become outdated. Today we discuss how and why we need to go back to basics through building trust over time, quality content over quantity, and how to create authority-building content. Key Topics -Traditional Media -Digital Media -Customized Content -Gated Conten

  • Bloody Hell! The Convergence Of Content, Email & My British Mum

    26/11/2019 Duration: 01h40min

    EP 15: E-mail isn’t the sexiest marketing topic, nor is it the most fun, but if done well it can lead to the best ROI of any tactic in your marketing plan. Regardless of industry and even though there is more noise in the inbox and more apps for consumers to juggle, e-mail continues to prove itself as the best one-to-one communication channel for brands and most preferred by consumers. But, marketers continue to struggle with their email efforts. Even some 26 years after the first email campaign was sent, marketers are still challenged by how to ethically grow subscribers, ensure deliverability, and create content that is timely, targeted, and relevant. Today we’re joined by Michael Barber (and his British Mum) to explore some of the best and most practical ways to improve your e-mail marketing, challenge your email conceptions, and discuss just why this tactic continues to be vitally important for marketers.  We’ll also discuss how to ethically grow your email subscriber lists and how to select the appro

  • SEO Smackdown 3.0

    30/09/2019 Duration: 01h11min

    After two highly engaged and attended SEO Smackdowns, we brought back this popular panel topic to kick off the 2019-2020 season with a bang. Get ready for some heated debates, the most current information, and fascinating perspectives on the ever-changing and quickly evolving word of SEO. Our panelists discuss and debate current trends including YMYL (Your Money or Your Life) voice search, algorithm changes, site optimization, maximizing Google My Business, along with many SEO tools and hacks. Panelists -Jason Dodge of BlackTruck Media + Marketing -Cayley Mosca of CDK Global -Caley Atkinson of Stow Company -David VandeWaa of OST Detailed show notes, links and resources can be found at: www.amawestmichigan.org/EP14

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