Scott’s Thoughts: Digital vs OOH — Benjamin Shapiro // I Hear Everything
Benjamin Shapiro
I Hear Everything
- Part 1Scott’s Thoughts: Top Brand Marketing Trends for 2023 — Benjamin Shapiro // I Hear Everything
- Part 2 Scott’s Thoughts: Digital vs OOH — Benjamin Shapiro // I Hear Everything
Show Notes
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01:59The process for understanding your customersEffective brand marketers start by securing internal buy-in and aligning stakeholders with their vision. They then deeply analyze their customers through quantitative data, frontline interactions, and personalized interviews to create a comprehensive customer persona.
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07:22Transforming customer understanding into creative actionOnce you've aligned your understanding of customers with your companys ethos, the next step is to create a content platform focused on the human truths you've discovered. This platform will guide the creation of distinctive and impactful content by skilled agencies and freelancers.
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10:51The steps to building an effective brand marketing strategyWhen crafting your marketing approach, prioritize understanding your brand's authenticity, differentiation from competitors, and alignment with customer values. This foundation will not only guide content creation but also reveal the most suitable channels to leverage.
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14:25Niche marketing for customer base expansionTo expand your customer base without alienating your initial group, it's crucial to identify what your company excels at and concentrate your efforts there. Become an expert in a specific niche, as trying to be everything to everyone will dilute your brand's impact and effectiveness.
Quotes
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"The average human being sees five, six, 10 thousand ads, promotional messages a day. So, what you create better punch somebody in the face." - Scott Harkey
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"If youre going to outsource anything, outsource high-end content creation to experienced agencies for mind-blowing results." - Scott Harkey
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"Your brand platform can exist for five or 10 years if you do it right. AVIS We Try Harder lasted forever, because they nailed something that their customers wanted." - Scott Harkey
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"Being all things to all people makes you nothing. It's challenging, but focusing on what we're truly unique and you're great at will attract more customers." - Scott Harkey
- Part 1Scott’s Thoughts: Top Brand Marketing Trends for 2023 — Benjamin Shapiro // I Hear Everything
- Part 2 Scott’s Thoughts: Digital vs OOH — Benjamin Shapiro // I Hear Everything
Up Next:
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Part 1Scott’s Thoughts: Top Brand Marketing Trends for 2023 — Benjamin Shapiro // I Hear Everything
Benjamin Shapiro, Founder and CEO of I Hear Everything, talks about what's happening in brand marketing with Scott Harkey. Marketing is undergoing a significant transformation as performance marketing channels become less valuable. Forward-looking marketers are investing in understanding customer values deeply so that their brands can align with those values and create fans out of their consumers. Today, Benjamin and Scott discuss their thoughts on the top brand marketing trends for 2023.
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Part 2Scott’s Thoughts: Digital vs OOH — Benjamin Shapiro // I Hear Everything
Benjamin Shapiro, Founder and CEO of I Hear Everything, talks about what's happening in brand marketing with Scott Harkey. Marketing that resonates with customers' values is more relevant than ever today. When your messaging aligns with what they care about, they are more likely to pay attention and connect with your brand, but you first have to understand who they are. Today, Benjamin and Scott discuss their thoughts on how you can better understand your customers' values.