Tag Archives: b2b

Lawrence M. Kimmel: Direct (Marketing) from the Heart – Epi 13



How do you circulate a message that even the Pope shares — and ultimately get 2 billion impressions across hundreds of countries around the world? Ask Lawrence M. Kimmel. His Rung-UP team created the #WeRemember campaign for World Jewish Congress. What marketing advice would this former Chairman of the Direct Marketing Association give politicians to help them appeal more to the public? And, what does Larry think are standout marketing tactics these days?

I asked Larry all of that – and he answered specifically and thoughtfully in Epi 13 of Insider Interviews. He also shares what led him to create Rung-UP, a strategic marketing consultancy…and why he calls it the first “C2C” agency.

You’ll immediately value Larry’s creative vision, branding and marketing expertise when you hear him discuss these elements as well:

  • How the current pandemic is affecting global consumer behavior  
  • His personal experiences that impacted his evolution into a mission-driven clientele — and lessons from his father, Howard Kimmel, who put his lifeblood into building affordable housing
  • Rung-UP’s work with the World Jewish Congress and how he came about the campaign #WeRemember
  • Why a C2C approach is so important for those in the “C-Suite”
  • His tips on branding and marketing a politician
  • How advertising has changed and become more complicated throughout the years
  • Why both traditional and digital channels are important in advertising
  • Instagram stories or TikTok? And will he still embrace Facebook? Is there a place for traditional direct mail?
  • His predictions for consumer behavior in the future
  • The ripple effect of brands’ response to consumer buying habits
  • His recommendations for companies who need to do better in bringing more of a multicultural team — and what young entrants to a career in media should focus on.

Be informed and inspired by Larry Kimmel, who is living and working this reality: “If we can do well for the world and make a living at the same time, it’s even better.”

Social Media Links:

Twitter @kimmelsCorner

Linkedin @LawrenceKimmel

Rung-UP’s Linkedin @Rung-UP


Carl Fremont On Brand – and On Demand: Epi 11



Back in January I had the good fortune to get seated next to someone I’ve long admired — Carl Fremont — on our return flight from CES. If you’ve been to CES you know it’s non-stop learning about what’s trending. And my non-stop flight next to Carl made for even more learning as we recapped what we’d each just experienced, and then he was kind enough to share his own projections for the future of the media and advertising industry. I immediately understood why Quigley-Simpson had made Carl CEO just months before. So, for this episode of Insider Interviews I asked him to share a lot of those thoughts so more people outside of row 8 could benefit from his insights.

Carl has held senior roles in the media/marketing industry for decades, and explained how his longest tenure – 16 years with Lester Wunderman – gave him skills that are still applicable today. Hear how the former Chief Digital Officer for MEC and Chief Media Officer for Digitas describes direct marketing and performance marketing, and the importance of brands optimizing every channel possible – including how to capitalize on eCommerce.

Long an advocate of supporting women and diversity in the industry, Carl discusses how this transformative time is also a time to embrace change in order to evolve and benefit business. He shares a moving story of his own diverse background and how a discovery of his father’s past dovetails with his own unique hobby tied to vintage radios.
We are all fortunate that Carl loves sharing knowledge, and listeners will benefit from priceless marketing and advertising advice. And yes, I found an opportunity or two to sing to him….
Please listen – and share – Carl Fremont’s thoughts on advertising trends, common brand pitfalls and diversity including:
  • Is “direct marketing” different from DTC?
  • How the pandemic accelerated the emergence of alternative channels for businesses
  • Creating a harmonious consumer experience
  • What you can do to speed up purchasing path
  • Authenticity: How to build it and what it truly means
  • Mistakes brands make and how you can avoid them
  • The pros and cons of third-party eCommerce platforms
  • Considerations for building your own eCommerce platform
  • The holistic approach to promoting your brand
  • What omnichannel really means
  • Influencers: Does scale matter here?
  • Diverse creative staff to reflect diverse consumers
  • How mentoring benefits companies – and oneself.

Social Media Links:

Resources mentioned in the episode

Quotes

“We’ve been practicing direct to consumer skills since our founding. We just didn’t call it “DTC”. “Direct marketing” does not mean you abandoned brand.”

-Carl Fremont

“We need to always make sure that we’re giving opportunities, that we’re mentoring, that we’re helping to grow the industry with a more diverse background.”

-Carl Fremont

“I love looking back and looking forward. I believe a lot of lessons can be obtained about moving forward from looking back.”

-Carl Fremont

Carl Fremont’s father’s radio

New Schedule for Insider Interviews Podcast!



Normally I come out with a new episode of “Insider Interviews” every Thursday, but did you know that I also have another podcast? It’s sort of my personal passion project and it’s called “It’s Quite a Living“, and it’s with “my friends in high places”. They’re really casual conversations about some high profile people who happen to be my friends. Now, that one comes out every other Tuesday.

So I’ve decided to make “Insider Interviews” — the B2B one speaking with those in media marketing and advertising — come out every other Thursday…at least through the summer.

Of course, if an eager sponsor* wants me to produce more frequently bring it on! Otherwise, you’ll hear Episode 11 NEXT Thursday.

Frankly, it’s been a LOT to create, host and post two podcasts a week, even though I love it — especially during our current times, and especially since I seem to be developing a reputation for singing to my guests. Listeners understand that…. But do stay subscribed because you won’t want to miss the CEO of Quigley Simpson, Carl Fremont, who will be my very interesting next guest!

And now you have some time in between to catch up on the past 10 episodes with amazing folks like Minjae Ormes of Visible, Claude Silver of Vayner Media, Sree Sreenivasan (don’t miss his #NYTimesReadalong on Sundays!), Rachael Henke of Dell Technologies, and guests from NYI, Tidal Wave Productions, Krantz Media and more!
I’m very, very proud of what we’ve been able to do together to bring you great content about the industry. And I really appreciate all of the great ratings you’ve given me and the subscribing and sharing. You can listen just about anywhere you like (although Pandora is still a hold out, I’m just sayin’.) Thank you for telling everyone in the industry. It means a lot to me.

*And, if you want to sponsor an episode of EITHER podcast, or suggest a guest for “Insider Interviews”, please reach out at podcasts@mossappeal.com. I’m “hear” for you!

E.B.


CMO Minjae Ormes with the Scoop on Making a Visible Difference



My work is creating content that drives change. Mostly for businesses. But I have always shared my perspective through content: journalism, blogs, podcasts — even just journaling. I had to balance the “best practices” of regularity in my podcast publishing schedule, with bigger things in mind. The crisis in America. I only had Tuesday available to record for this week, which was #BlackOutTuesday. And, on top of that, today – the Thursday I publish –  is also the memorial for a martyr to racism, George Floyd

If you – as most listeners to this podcast – work in media, marketing or advertising, chances are you know of Minjae Ormes. Most recently global head of partnerships for YouTube, and for the past couple of years chief marketing officer of disruptive phone service from Verizon, Visible. She personally has been visible for her innovative, and appropriately “disruptive” approaches to marketing the new service, but more recently she’s been seen in various trades and on panels describing how they’ve embraced broadcast TV campaigns for the first time. That said, Minjae is also widely respected as a mentor to women in business, and a role model as leader.

E.B. and Minjae Ormes after our first interview in 2019
Her thoughtful comments – both in this interview as well as in sharing more of her personal journey the first time I interviewed her in March of 2019 — on learning to adapt to new cultures and countries are as insightful as her marketing approaches are. So, since she made the time for me on her actual birthday this week, we made sure to discuss not just her shift from event marketing to mass media, etc., but — like in my last episode with Sree Sreenivasan — the absolute need to embrace empathy in our professional and personal paths.
  • I think you’ll get her tone from this quote: “How do we first and foremost create the kinds of experiences that people expect now across the industry? Just the simplicity, the seamlessness, but also the humanity with which you show up as a brand and a business.”
  • She also explains their pandemic pivot: “going into April, our traffic and some of the KPIs were actually picking right back up, which told us that phone services are one of those things that people rely on, no matter what happens, if not more so now. It’s been an interesting exercise, both in listening, but also… as all of us as marketers can’t really do create a production the way we used to it created spaces for us to think about what’s old is new and new is old again, and different ways to ultimately listen to consumers and what they’re telling us implicitly and explicitly for us to follow their lead.”
  • Another visible difference in Minjae’s approach? Making a difference in people’s lives. Literally. Hear her description of their pro-social campaign, #VisibleActsofKindness, and the story of one customer that moved her most, plus how they supported volunteers forced to immediately return from Peace Corps volunteering.
A final note, while Visible’s difference is that it has no brick and mortar locations, many of its parent company retail stores were looted and stripped bare during protests this week. Verizon also just donated $10 million to social justice organizations, including the Urban League and NAACP. So to honor the legacy of necessary change that we will hopefully learn from the death of Floyd, I am publishing on his memorial date so these words might inspire some to consider how they listen, and how they market to all people, with respect.

 

What Is It Like to Be a Girl of Color?

These middle school girls in Brooklyn are speaking up about being a girl of color in America.

Posted by Global Citizen on Tuesday, June 2, 2020

 


The Scoop from Sree on Good Talks, Listening and Journalistic Integrity



As we crave connection during these isolating times, Sree Sreenivasan has stepped up to bring people around the world together, sometimes several times a day. While almost 80 straight days in a row of recording his Global COVID-19 show drove his family to furlough him from his own home during livestreaming hours, this social and digital media expert, known by many as “@Sree”, has an expanded family of connections that faithfully gather round for a dose of positivity.

And every Sunday, they tune-in again for his New York Times “readalong,” now five years running, with his own scintillating and scholarly guests perusing the paper and op-eds alongside him. So, that’s 80 days in a row and literally twice on Sunday. Did I mention his 21 years of conducting Social Media Weekend gatherings to educate on the latest tools and tactics? How about his frequent appearances on radio, or CNBC as a tech-expert?

Hear why this the former chief digital officer for The Metropolitan Museum of Art is now focused on the art of generous content both altruistically and, candidly, as a business development vehicle for his digital marketing and virtual event business. Less generous, perhaps, in his opinion of social ISSUES, Sree’s stories – from adjusting to new countries and his quirky love of comic strip Calvin and Hobbes to how he adopted new communication tactics to connect people through every crisis of the past two decades – are equally passionate. The throughline is also his ardent belief in journalistic integrity, veracity and humanism.

We joke about how his livestreams and social sharing are the perfect outlet for a man who likes to talk, but with Sree, people want to listen. He’s learned the art of that, too.

Listen to the inaugural Marshall Loeb visiting professor at Stonybrook University, and former Columbia University journalism professor,  Sree Sreenivasan, and you’ll hear why.

We also discuss:

  • His humble and sometimes humiliating path to acculturating to America
  • The evolution and promise of his Global COVID-19 Show
  • How reading the New York Times out loud on Facebook Live become bigger than he could have imagined
  • How he competes with – or defers to his wife, Roopa
  • How that love for Calvin and Hobbes has played a role in his life

Global Branding Meets Customer-Focused Creative – Dell Technologies’ Rachael Henke



Rachael Henke’s short title is just “brand” at Dell Technologies. Her formal title is long, but it’s a big job, for a big company: Director of Global Brand Advertising Content and Customer Engagement Storytelling. That means, per Henke, “everything we do is to elevate the brand.” While most everyone has heard of “Dell,” her job is to ensure everyone knows the larger entity – created from the merger with EMC some three years ago — is actually “Dell Technologies” and that it’s gone from primarily computers to being “an end to end essential technology partner”.

While computers are, as Henke says, “still a very critical part of our business, we really want to focus [on the] B2B space, showing how we’re driving innovation and emerging technologies across areas like cloud storage and AI.” For Henke, that means that while being part of the brand team for a 150,000-person global company is impressive enough, she’s also, necessarily, a woman who can use “hyperconverged infrastructure solutions” in a sentence. But it’s still a human-oriented brand, evidenced from top-down actions like Michael Dell donating $100 million dollars to pro social initiatives during our current COVID-19 crisis. So, in Episode 6 of Insider Interviews, Henke explains how her team approaches brand storytelling – turning complicated offerings into human-oriented content. Here’s a topline of our conversation, edited for clarity:

“Every day is different”:  Henke’s days involve “conversations about what products are going to launch… and how that will turn into the vision where we’re going… a lot of conversations around messaging and with customers to understand how our technology gets used.”

Applying Those Conversations To Content: Like TV spots that take the figurative (“is your business going in circles?”) and make it literal, like spokesperson/actor Jeffrey Wright going in circles and upstairs and coming back to the starting point, their B2B brand campaigns aim to showcase how they deliver on solutions, what’s innovative, “and connecting that solution to work for sales teams, too…And If there’s a consumer campaign that works really well, it provides lift to our business side as well.”

That applies to small business as well: One example is working with ad agency MediaCom and audio company Entercom to create a virtual podcast conference, The PodFerence, to spotlight podcasts on relevant topics for customers.

Rinse and Repeat: Henke names brands and marketers she “keeps an eye on” and describes  her own goals to balance creative and data: “One of the challenges that any brand marketer has is how the heck do you measure brand advertising, because you’re not necessarily tied to a click, a call, a transactional sale. So we do a lot of measurement …and also make sure we’re not just looking at data in a silo [but working together with other divisions.]”

The Media and Marketing for Tomorrow: Will one of the world’s largest tech companies continue to put budget in linear? Henke is bullish on balancing linear and digital, especially when it comes to now on paused live sports. “It’s really timely to ask that because we are a PGA sponsor and have Dell Technologies Match Play which was supposed to take place in March. But I still feel like sponsorships will still be something strong and that we will continue because let’s face it, people want sports more than ever.”  We’re looking at continuing with linear, but figuring out where are people still watching? I think CTV and On Demand will absolutely be part of that mix as well.

For the future? “We truly believe that because of what has happened globally companies are looking at how they digitally transform in a way that makes sense, but also in a practical way. …We want to make sure that our brand is there to be that partner for our customers as they need to make changes because the world will be different.

Balance and Togetherness: Balance – between divisions as well as between work and home – is a continuous theme for Henke. Her bio describes her home life as including one horse-loving child and one gaming-loving child. But she acknowledges, “I don’t know how we all do it. In a moment of vulnerability I’ll just say every day is a challenge. One of the things that I have to harp on myself about is self-care, especially when you work from home”. So, this tech brand expert also relies on tech to remind her to get out and exercise…. “and making sure that I have those moments where I can go and retreat and think and take a step back.  I don’t get every day perfect, with two kids running around, but I always have to try to reset with myself.”

And Henke seems to be succeeding.