How the Eagles’ Jen Kavanagh Makes Marketing Fly with Fans

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The Philadelphia Eagles SVP of Marketing, Jen Kavanagh, shared her approach to expanding the club’s brand and engaging with a now international fan base. Get insights on how Jen’s marketing team is turning the Xs and Os of this pro NFL team into dollars and cents and fan xoxos!

Grab a seat. Jen Kavanagh tells Insider Interviews host E.B. Moss how marketing the Eagles has changed since their appearance in the #SuperBowl, and the imperative of balancing the star power of individual players with promoting the brand overall. It always comes back, Jen says, to connecting with fans and building relationships that are not just “transactional”. Hear how she strives to build relationships with the club’s 10 million global fans — from watch parties to cause marketing in their home town of Philly.

Also:

  • Jen’s journey is a testament to the idea that not all careers are linear and staying open is key in this marketing game. She began in digital, working on multi-platform strategies and translating that into a television environment when she worked for NBCU’s Oxygen. She then worked as a consultant, helping C-suite executives better understand how the coming digital disruption would impact their businesses.
  • Given her lack of specific experience in sports, Jen was initially hesitant to tackle the role, but she leveraged that deep experience in digital marketing and what was zero experience in sports marketing, has gone to overseeing strategic development, original content, digital platforms, community relations, media, data, and insights for the NFL club. And, in five years the passion she developed for the game has turned in to “an obsession.”
  • Jen explains how her marketing team supports the football team — from events at their beloved stadium, “The Linc”, to tackling appropriate messaging and promotions from the US to the newly added countries of the franchise: Ghana, Australia, and New Zealand.
    • For example, they’ve brought in well-known music artists popular in those areas to entertain fans during games and make cultural connections. The team has organized watch parties and flag football pursuits; for New Zealand, E.B. suggested they may need to train U.S. players in the haka!
  • What goes into the decision to feature certain players – like super star Jalen Hurts (and hear about his new graduate degree OFF the field!) vs team initiatives.
    • Hint: they’re driven by the marketing message that the Eagles want to share. For example, if the team wants to highlight leadership, they will focus on the team’s captains. If they want to showcase the experience of being a rookie in the NFL, they will focus on newly drafted players. And if they want to highlight a particular cause, they will find players who authentically align with that cause.
  • She’s buoyed by how both the NFL and the club value the contribution of women and believe in diversity of thought and POVs.
  • Jen and E.B. also discuss the Eagles’ pro-social efforts, such as:

Finally, social media marketers will appreciate how they’ve tapped into @YouTube and TikTok to grow new audiences and fans.

 

 

And of course E.B. asks Jen if she was involved in getting #TaylorSwift to proclaim her fandom for the Eagles and reveal that her lyric was about the team!

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Key Moments:

[00:01:32] Taylor Swift’s Eagles fandom!

[00:04:05] Non-linear career paths can lead to great new opportunities

[00:08:30] Overview of marketing the Philadelphia Eagles pre- and post-SuperBowl™ !

[00:11:47] Creating cultural connections with new football fans in Ghana, New Zealand and

[00:18:05] Eagles’ brand purpose — including Eagles Autism Foundation fundraising and sustainability (Go Green!)

[00:20:15] Home town help to curtail gun violence in the Philadelphia area

[00:25:22] YouTube and TikTok strategies and content development.

[00:28:36] Girls’ access to sports bras to support their pursuit of the sport and the power of women in sports, like star agent, #NicoleLynn

[00:32:12] Leadership success and team support (and memorializing Jen’s invite to E.B.!)

Connect with Jen on LinkedIn
Follow the Eagles:
Connect with Insider Interviews:

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Facebook: https://www.facebook.com/InsiderInterviewsPodcast/

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LinkedIn: https://www.linkedin.com/in/mossappeal

 

Get Emotional: Why Personality Enhances B2B Content

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In this bonus episode of Insider Interviews, I’m not interviewing anyone. I’m having a brisk 20-minute conversation with Julie Livingston of Want Leverage Communication, discussing the art and value of adding personality to your B2B content  — and especially to your company podcast. Taken from Julie’s LinkedIn show, “PR Patter,” these are some of the tips I shared for infusing B2B content with personality and approachability — as your best “never knew what hit ‘em” way to appeal to prospects.

I hope you’ll listen to (or watch) the full episode for the details, but here’s the headline:

“People buy from people they like” (and also gets you more “likes”!)

You’ll learn why humanizing a brand and its executives helps create a better connection with the audience — or prospects. Then we’ll discuss the differences between branded podcasts and B2B podcasts, adding personality, using storytelling, getting good guest …and getting the most out of your host… and even simple tech tips for putting your business in its best light.

Remember, there’s a time and a place for sales brochures, and for leveraging audio for technical explanations. But that place is not your podcast. So:

Get Emotional. 
There are great lessons on what drives purchases from an emotional perspective. See this presentation by Binet and Fields on the Principles of B2B Marketing. For my part, I’m not speaking to what drives a B2B buyer — like “fear of losing one’s job” or “fear of missing out”. I’m speaking about the fear of not being oneself. Or rather, the fear many exhibit of vulnerability in a business setting. Where’s the story? Where’s the humor? Where’s the human side? That is what we buy when we feel comfortable with someone. And that is what B2B podcasts can stand to offer a little more of.
Branded or B2B?
Well, it’s kind of a Venn diagram. Your branded podcast can be for B2B purposes, but it’s often more story-driven content that could easily be B2C — or B2B2C! There are great companies that specialize in crafting endearment of a brand wrapped in a Trojan Horse of great storytelling. I’m all for that. Think the beloved Trader Joe’s show. Or Trailblazers with Walter Isaacson, which is a BTYB from Dell. There’s a reason iHeartMedia just announced Ruby, a studio dedicated to creating branded podcasts, so go on in; the water’s great!
This POV is more focused on what I see as the traditional B2B audio content that is courting business customers, most frequently done as an interview to inform, and hopefully entertain — or “edutain.”
Know your why — and your what:
So, just as I ask all my podcast development clients (did I mention I train companies in launching their B2B podcast?): why do you want to start a podcast? And what’s in it for me as a listener? Those answers will inform the rest of your strategy. Whatever that is, you can afford to make it compelling!
If you can’t seat the best spokesperson who may be more junior but effervescent, you can train the bigger brass to be likeable and mic-able. And PS: that begins with having a good mic!
And how will you make your guests shine? Because frequently you’ll seat your prospects or customers, so you’ll definitely want to put them in their best light. That takes preparation. Just like my favorite joke about the skeleton who walks into a bar and asks for a drink… and a mop. (Think about it.)
Ask your guests for what they’d most like to discuss…but come prepared with personal insights that will humanize them as well in conversation. That’s never to say embarrass anyone; but a little disarming can be fun and delightful to your guests and the listeners. You’ll often find me motivated to sing to my guests. (Yes, I illustrate that in this bonus episode. Why it’s called a bonus.)
Do understand the value(s) of creating a B2B podcast
Yes, podcasts are great for communicating in a personal way that can explain more complicated ideas, or for reaching your customers even if they’re out for a walk. But given a sea of five million podcasts out there, it’s not the listens or “counts” that count, but how you spin, slice and dice the content. Remember that this podcasting is just another form of your sales collateral. Then, since you’ll be creating some form of show notes or a transcript – and do consider leveraging AI to help you turn your transcription into good show notes and social media posts: like Swell AI, Podium, Listener.fm or Capsho, who spoke with me in Insider Interviews Episode 5  — then take your show notes and turn them into a blog post for your site or social. And so on.
And create promo spots or clips to share and post, via a service like Headliner. <– promo code in that link for free two weeks, FYI.
Encourage your guests to share on their site and social too. (Guilt is also a good incentive. Ask Mrs. Fields about reciprocity marketing!) And once you’ve proven your executive / host has the power of personality, they’ll be invited to guest on other shows! It’s a flywheel.
Clearly, everything is a reflection of your brand so how much you employ humor or human touches might require a balancing act: Your podcast might be the place where you can be a little less serious, and perhaps your site is where you’re a little bit more formal. But you do express the personality of your company and your executives. They’re your megaphone. They should wield the power of personality.
This episode is packed with insights and practical tips to help you create a successful B2B podcast. But you may want help beyond these 20 or so minutes, so please ask about my No More Bored Rooms Podcast Launch Training! podcasts@mossappeal.com
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Why Nicolle Pangis Recommends Balanced TV Advertising and a Balanced Home Life

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Nicolle Pangis is an evangelizer of balance: between linear and digital television advertising, between tech and creative, between quality data and privacy. And balance between work and life. It’s the “ands” that drive her – apropos the company name of TV ad sales platform, Ampersand, where she has been CEO for the past five years.

Insider Interviews podcast host E.B. Moss spoke with Pangis about a range of topics impacting the ad and marketing industry: from the latest advances in media measurement to the importance of embracing retail media networks. Additionally, this fast-moving leader who previously headed up digital shop 24/7 and GroupM’s Xaxis,  discussed the ah-ha moments that sparked a commitment to promoting greater work-life balance for both she and her team, and building a more equitable industry.

A perfect lead in to this conversation? You’ll hear first from More Labs VP of Marketing, Lydia Boychuk, who walks us through how she drives trial and word of mouth — or “sips to lips” — for their nutritional supplement start up company focused on well-being. Boychuk discusses how she balances retail and DTC marketing with podcast advertising. Speaking of which, “sleep better,” “focus more,” and prevent that post-partying head with 20% off any purchase, thanks to Lydia.

Use promo code insider20 at morelabs.com!

In the ever-evolving world of TV advertising, Ampersand stands out as the biggest company you’ve never heard of. With the ability to aggregate and activate data on a household level, their potential for creative and technical implementations is vast. But with the industry becoming more fragmented, can they navigate the challenges ahead and continue to deliver relevance without crossing the line into creepiness? Find out in this thought-provoking conversation, which is a must-listen for anyone interested in the evolving landscape of television advertising and marketing in general…and personal well-being!

Relevancy of advertising is good; a creepiness factor is bad. – Nicolle Pangis

Timestamped summary of this episode:

  • Introduction and how to support Insider Interviews at buymeacoffee.com/mossappeal
  • Insider Interviews podcast host E.B. Moss first speaks briefly with VP Marketing of More Labs, Lydia Boychuk on DTC, Retail Media, and growing awareness for nutritional supplement start-up, More Labs.
  • Then, featured guest Nicolle Pangis, CEO of Ampersand, discusses the latest advances in media measurement to the importance of embracing retail media networks including:
  • 00:16:51 – The Challenge of Measuring Television
  • 00:19:20 – The Importance of Linear Television
  • 00:22:02 – The Power of Television in Attribution
  • 00:24:42 – Technical Creative Implementations
  • 00:29:17 – The Future of Advertising & perceptions of AI and Social Media
  • Additionally, Pangis discusses her Journey to C-Suite
  • 00:41:45 – Wellness & Work-Life Balance
  • 00:44:56 – Leadership & Empathy & Purpose
  • 00:51:11 – Ampersand’s Company Culture
  • 00:54:21 – Changing How TV is Bought: Pangis’ hopes for how to get better at buying television and embrace new ways to do so.
  • Finally, Industry Projections and Pangis’ commitment to promoting work-life balance, building a more equitable industry, and her personal growth as CEO.

The resources mentioned in this episode are: 

Connect with Insider Interviews:

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Museum of Ice Cream’s CMO with the Scoop on Tasteful Marketing

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Since Insider Interviews is about giving you the “insider’s scoop” on media and marketing, who better to give us the scoop than the CMO of Museum of Ice Cream, Erin Levzow? In today’s world, we’re often so focused on work, responsibilities, and obligations that we forget to take time to have fun and experience joy. Levzow explains how MOIC became an in-demand destination for reconnecting with your inner child, or with your children, and eat ice cream while doing it! Learn from someone whose job it is to market fun about why joy is so important, mentally and physically. And learn how just raising your hand can spark success.

Levzow, whose years of experience marketing everything from Caesars to Del Taco have earned her scores of awards, explains how the museum, under the Figure Eight umbrella, was created by Maryellis Bunn, another inspiring woman who wouldn’t take no for an answer: If that sounds childish, well, Bunn had the last laugh, with lines around the block on any given day. Levzow was cut from similar cloth, even citing a favorite book about improv that preaches the power of saying “Yes, and.” The plucky CMO explains how she applied “yes” throughout her career, even at times when she didn’t “know.”

Moss with panelists: Kaye, OK Cupid, Levzow, MOIC, Benders, B Code Media, Bethea, Danone
Levzow’s route to this C-suite, a year after winning a “40 Under 40” award, started by first saying yes to half a dozen different gigs and residing in as many states, often with toddlers in tow. She describes her leadership philosophy and how she guides teams with her brand of can-do motivation. She also mentions her love of dance and ballroom competitions.
What she doesn’t mention is the personal hurdle she survived just after landing her Museum of Ice Cream role: her husband took a near fatal fall in their home and was actually pronounced dead three times before making it out of ICU. Through it all, Levzow applied her own can-do attitude to him – and to her own spirit – always believing and encouraging he would not just walk again, but thrive. As a post-note, she recently shared a video of his first time back on the dance floor six months later, if a halting version of the Rumba. That was joy.

Here’s a topline of our conversation flow:

00:1:55 What’s an “experium”? How and why this combo museum and experience center unites and inspires throughout the entire MoIC portfolio, down to the marketing

00:03:43 On the importance of experiencing joy together.

00:05:05 How a banana forest can lead to mental and physical health. “We want people to set their phones down and look at each other and play together.”… And what dopamine means to the brand.

00:09:00 The personal side: Dancing during her downtime and working her way to the C-Suite

00:11:12 Career experience and advice based on “Figure it out, volunteer, and learn it.”

00:15:30 How a brick and mortar got built, survived and thrived: “Coming out of the pandemic people really needed connection. We welcome everyone and attract a lot of families and young adults (on a date night), as well as tourists.”

00:18:46 Using data to “target for good” not evil: “People don’t mind giving as long as they’re receiving something in return.… A company that sells ice cream, let’s say (!), can target mothers with children who may be looking for something to do during vacation time. By showing them ads for this idea, we could help them bond with their children and provide an enjoyable experience. Data-driven targeting can also be used to target tourists who may be visiting a certain area, helping them have a great experience while visiting the area.”

00:20:20 The media methodology for Museum of Ice Cream (a la podcasting?!) “We do keep an eye on what’s emerging but …we’re very particular about where we spend our time because it is about resources. You can’t be everything to everyone, even though everyone is welcome… and we are an immersive brand, so seeing pictures or video helps explain to someone who may not have any idea what the museum of ice cream is. … And we track and tag everything.”

00:23:30: Is the metaverse a “thing” for MoIC yet?

00:25:10 – Partnerships – from creating a Kendra Scott mini-museum outpost of “Bananas and Baubles” to Black History Month with Ida’s, a local Black-owned ice cream shop, the Wishingrad’s Three Wishes cereal being a “no-brainer.”

Kendra Scott x Museum of Ice Cream – South Congress Back Room

00:28:29 Brand purpose must be genuine. –  “Don’t say you’re for everyone. Show you’re for everyone. We want to make sure you can see yourself in our advertising. …We often check ourselves and make sure we’re doing the things we set out to do and are true to ourselves.”

00:30:38 Employing and encouraging Radical Candor – the right way  — “It is a true form of empathy: if I tell you where you’re at and let me tell you what I’m seeing and let’s talk that through…. I’m never just being direct without being behind them pushing…or catching them. People did that for me. …And I believe that radical candor also works both ways. As a leader, I want my team to be able to provide me with feedback as well.”

0033:25 – A shout how to Bobby Shaw as one mentor example

00:34:48 Advice on pushing oneself up the hill – especially for women: “Raise your hand. Learn it! Don’t be afraid to ask questions and take risks. Don’t be afraid to make mistakes. I always said, “yes” and then figured it out. You build your career that way. Our founder said, ‘I’m going to build this…’ even when people said she couldn’t. And look at us today.”

00:36:20 The most important question: Favorite flavor!

Connect with Erin and Museum of Ice Cream:
Levzow: https://www.linkedin.com/in/erinlevzow/
Instagram: https://www.instagram.com/museumoficecream/
Pinterest: https://www.pinterest.com/museumoficecream/
Connect with Insider Interviews:
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Facebook: https://www.facebook.com/InsiderInterviewsPodcast/
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Twitter: https://www.twitter.com/insiderintervws
LinkedIn: https://www.linkedin.com/in/mossappeal
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Five Podcast Pros Offer the Insider Scoop

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In a spontaneous episode I discussed five different aspects of the business of podcasting – from using AI to “audio or video?”, to leveraging the star power and engagement power of podcasting.

You’ll hear from:

  • Michael Kaye, Director of Brand & Communications for OkCupid, an online dating app;
  • Brandon Reed, Host, formerly tired dad, and creator of 12 Hour Sound Machines, a viral podcast that helps people sleep;
  • Bona Rai, COO and Co-founder of Capsho, the tool that helped E.B. use AI to generate these very show notes (!);
  • Chris Whitman, Co-founder and Chief Strategy Officer of GlassBox Media, think ‘music label-meets-podcast marketing machine’; 
  • A.J. Feliciano, Head of The Roost Podcast Network from Warner Bros Discovery, that started the groundswell of podcasts leveraging video and has his finger on the pulse of monetizing best practices to meet the consumer where they’re consuming content.

 It’s five inspiring chats that reveal the brilliant possibilities of audio and video for the future including:

  1. How OkCupid leverages podcasting for success – earned or owned?
  2. The business model behind the 12 Hour Sound Machines podcast
  3. What Capsho is, and how this new tool taps AI to help podcasters save time
  4. How GlassBox Media cracks the code on growing podcast awareness and ups the value of creator IP

    A spontaneous interview at the Sounds Profitable event in Austin
  5. When is a podcast a video and a video a podcast? How should brands embrace the consumer’s content journey? The Roost tells all.

Chapter Summaries/Time Codes:

[00:00:01]

This is episode 5 of Insider Interviews, with five different guests included. Each of my guests spoke about a different area of the business of podcasting. This was recorded spontaneously right after a panel I conducted during SXSW for Sounds Profitable, featuring one of the panelists and four members of the audio ….

[00:01:42]

Michael Kaye, director of communications at OkCupid is naturally inclined towards earned, but says: “We’ve seen tremendous impact from both podcast advertising and from earned, pitching our experts to appear on other shows. In 2023, we’ll be looking again at podcast advertising.”

[00:03:57]

Brandon Reed’s podcast is called 12-Hour Sound Machines. It was created when his newborn couldn’t sleep through the night, now enjoying about 300,000 downloads a day. Reed started by first directly selling to brands, but now he’s on Megaphone, in the Spotify Audience Network so programmatic sales is a really good solution for him. Hear his explanation of why the moments before falling asleep are actually a powerful moment for advertisers….

[00:09:12]

Bona Rai is a co-founder of Capsho, a product that uses AI to tap audio files to create SEO-optimized content for podcasts. At just 10 months old they’re already embracing a more robust version of Capsho 2.0 coming this Spring.

[Note: I tried out Capsho 1.0 for most of these show notes, with an added “human touch!”]

[00:14:15]

Chris Whitman describes GlassBox Media like a record label for podcast hosts. Its goal is to grow the value of the IP for the creators across any sort of opportunity from a revenue perspective. “Now we represent around 65 shows, with no end in sight.”

[00:18:58]

A.J. Feliciano explains that The Roost podcast network is a video-first podcast network. “We have about 90 shows, a third of them are owned and operated. What is it about multiplatform distribution on podcasts that makes it so worthwhile for other podcasters?”

[00:21:18]

Our thinking around YouTube is that it’s less that it’s about video, and more about the platform itself. Who’s your target audience and where have they been conditioned to go to just consume content? And that’s why we’re seeing podcast-like content bringing such big numbers there.

[00:23:54]

The Roost podcast will always have a foundation in audio. It can have video, it can be on YouTube. Heck, we might even see a world a year or two where long form content is being distributed on TikTok.

[00:24:44]

In terms of measurement A.J. says, “A view and a download are counted two separate metrics: A view is :30 seconds of playback on YouTube and then audio download is :60 seconds by unique user. It’s still very much early days and we’re going to have to figure out ways to plug into that back end of YouTube API.” Adding, “We need to properly measure and communicate those returns for the advertising community.

What’s the reason why podcasting is so big today? It’s because Direct Response has used it as their primary tool. There’s money to be had –and we can do a lot better on this front.

[00:27:50]

One of the things that’s helped us build our business is looking beyond the podcast. If you want to properly tackle YouTube and TikTok and other new platforms that will inevitably join the fray into the future, we really have to almost take the “podcast” out of the center of our universe.

The theme music for Insider Interviews was composed and performed by the incomparable Grammy-winning John Clayton, and this episode was edited by Grace Morton.
Send questions or a suggestion for a next stellar guest to:  podcasts@mossappeal.com

Catch all Insider Interviews episodes on the business of #media, #marketing and advertising right here, or wherever you like to listen to #b2b podcasts. 

Connect with our Episode 5 guests here:

Michael Kaye

Brandon Reed

Bona Rai

Chris Whitman –

A.J. Feliciano

Connect with Insider Interviews:

Instagram: https://www.instagram.com/insiderinterviews
Facebook: https://www.facebook.com/InsiderInterviewsPodcast/
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Twitter: https://www.twitter.com/insiderintervws
LinkedIn: https://www.linkedin.com/in/mossappeal
support insider interviews - donation
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Westwood One’s Pierre Bouvard on Making Good Audio Impressions

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Pierre Bouvard has some words of wisdom for media buyers out there…if you’re not buying audio (yes, all audio), you’re leaving reach and engagement on the table. As Chief Insights Officer at Cumulus Media/Westwood One, Pierre has seen the proof and has busted the myths surrounding audio advertising—and particularly the misconceptions about AM/FM radio.

“Radio is perceived as much smaller than it really is. But the data tells us that ad-supported AM-FM streaming is actually bigger than ad-supported Pandora and Spotify combined. That blows people away.”

After stints at Coleman Insights and TiVo, he has become the audio industry’s most revered evangelist and research mind. Now leading Westwood One’s full-service advisory—the Audio Active Group—he provides advertisers with media planning recommendations, creative best practices, and measurement services.

This episode will certainly delight the research aficionados—and may just convince the audio skeptics. We also dig into:

  • What we mean when we say ‘audio.’ Pierre breaks down the composition of the entire audio universe.
  • Tactical scoop about media planning tactics and why an omnichannel approach works best.
  • What the heck is ‘eyes on glass’ and what does it tell us about the effectiveness of TV?
  • Pierre’s pragmatic POV on brand purpose reminds brands to go back to basics.
  • While he does a lot of work recommending media, he drops some facts on why creative trumps everything.
  • Why it’s time for advertisers to stop testing and start committing budgets to podcast advertising. (Learn about the “5% rule”!)

Plus, hear the story of how Pierre ‘broke the internet’ and E.B.’s voice impression of Bette Midler… Just sayin’.

This was a fun (and extremely informative) conversation. I hope this inspires you to learn more about the power of audio advertising.

Mentioned in this episode:

Dig into these findings on sonic branding

Check out the Audio Active blog from Westwood One

Learn more about Edison’s Share of Ear. 

Find Pierre on LinkedIn and on Twitter

Follow Insider Interviews and Moss Appeal on:

Twitter: @insiderintervws and @mossappeal 

IG: @insiderinterviews and @mossappeal  

FB:  InsiderInterviewsPodcast
and PINTEREST because, yes, it’s a thing!

LinkedIn: https://linkedin.com/in/mossappeal  

Hat tip to Annie Hunt for great show notes and social media support!
And, please support this free podcast Insider Interviews at buymeacoffee.com/mossappeal
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Please support Insider Interviews at www.buymeacoffee.com/mossappeal