Tag Archives: branding

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
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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: 

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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/
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LinkedIn: https://www.linkedin.com/in/mossappeal
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Linda Bethea Danone Cover Image

Danone’s Linda Bethea, The Conscious Consumer Marketer

advertising, business, diversity, Episodes, marketing, Uncategorized, , , , , , , , , , , , , , , , , , , ,

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Did you know there’s a lot more to Danone than Dannon? Do you know the definition of a B Corp? Oat or Soy… or a new low-sugar non-dairy milk?

Linda Bethea, Head of Marketing for Danone North America—a top 15 Food and Beverage company in the US—gives us the insider’s scoop on all of the above and how she markets all TWENTY of Danone’s brands. She is shaping the marketing strategy for some of the most loved CPG products in the country—from Danimals to Evian Water and (my personal favorite) Stok Coffee.

Since Danone is the country’s LARGEST B Corp (listen and learn!), we explore the role of brand purpose in marketing today. Something that runs deep at Danone, going back half a century when the CEO started the concept of a “Dual Project” where companies care about societal value as much as shareholder value.

Consumers want brands that take a stand and have a strong point of view. Building brands with purpose that positively impact the world is core to everything we do at Danone.

Linda has enjoyed an impressive marketing career across CPG categories, from potato chips to liquor, and now leads a massive team that’s moving the Danone name into the future. That means pushing the envelope on product development, navigating the ever-changing marketing landscape, and finding unique brand partnerships that align with the corporate mission… all while continuing to “delight” consumers.

Heads up, there will be a lot of (brand)name-dropping in this episode!

Linda and I get into:
  • How consumer tastes and trends drive innovation and marketing creativity
  • Linda’s path from soda to spirits to spirited field work that that supercharged her path to leadership and taught her how to negotiate and get things done
  • Cool ways Danone is raising the sustainability bar, like rescuing fruit and repurposing bottles into shoes…and how those efforts influenced her home life
  • Her definition of brand purpose and how proper marketing of it impacts consumer choice and company values
  • What’ my on my plate as an ova-lacto-pesce-vegetarian, and is the demand for plant-based foods today just a trend or…?
  • Why she’s bullish on audio when it comes to winning the consumer attention game (this will really resonate when you catch my NEXT podcast interview — with Pierre Bouvard, Head of Research for Cumulus Westwood One!)
  • How she earned the nickname of The Velvet Hammer…
  • And…what Linda reads and watches with her 13-year-old daughter that makes her a better parent.

She’s smart, and inspiring and mission-driven. Don’t miss this conversation with a conscientious consumer marketer and leader.

NOTE: If you’ll be at SXSW in March ’22, you can find her speaking with me more about the power of audio, thanks to Sounds Profitable. Ask me for deets. podcasts@mossappeal.com

Big scoop!

Read about the impact of dairy and what Danone is doing to reduce methane. And see their new campaign for Silk “NextMilk”, designed to inspire the next generation of milk drinkers, but made from plants and with 75% less sugar.

The #whosnext campaign features plant-based enthusiasts such as Brooklyn Beckham, Sailor Brinkley-Cook, and Myles O’Neal donning their best Silk ‘stache and inviting others to join them.

Watch the hit Super Bowl spot from Oikos

Listen to the Insider Interviews episode about Sustainable Brands, with founder KoAnn Skrzyniarz

Learn about B corp certification

Check out The Female Quotient — and get your OWN velvet hammer or mini microphone charm: https://www.thefemalequotient.com/

Social:
Connect with Linda on LinkedIn: https://www.linkedin.com/in/linda-bethea-12b7a1
Follow Danone: https://www.instagram.com/danonenorthamerica/

Follow Insider Interviews and E.B. Moss:

Twitter: @insiderintervws and @mossappeal 

IG: @insiderinterviews and @mossappeal  

FB:  InsiderInterviewsPodcast
and

PINTEREST because, yes, it’s a thing 

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

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Mary Baglivo on Leadership and Building Brands on Purpose

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How an unconventional journey to the C-suite of major ad agencies led to finding personal brand purpose

I remember Mary Baglivo in our Rutgers days as fun but focused. Yup, there are stories I can tell. But the stories we focus on in this episode are how she turned her intellectual curiosity, which skewed more to classes in Art History than Business, into a career that included running three major ad agencies and earning innumerable industry accolades.

An aspiring writer trying to make it in New York, Mary took a job at an ad agency. While learning on the go she caught the advertising bug, so much so that she moved from Madison Avenue to grad school followed by an ad agency gig in the Windy City that she couldn’t refuse.
That determination, and a knack for helping develop distinctive ad campaigns and insight-based marketing strategies, was recognized pretty quickly and helped her thrive in a male-dominated industry. She ultimately held President and C-level positions at leading global advertising agencies like JWT, Saatchi & Saatchi, and Euro RSCG Chicago.

“Defining a ‘brand’ is challenging. Clarifying your own brand is super important. A brand is more than its product attributes, obviously. It’s more than what it looks like. It’s certainly more than what an influencer portrays. It’s definitely got to be emotional, and probably involve all the senses in some way, shape, or form.”

After years of developing consumer brands like credit cards and cereal, Mary found her personal brand purpose – using her marketing expertise to help universities, museums, and foundations communicate their purpose.   Now, in addition to running the Baglivo Group – with a focus on key client Pace University – she is a sitting board member for multiple organizations, including the New York Women’s Foundation, and is intent on lifting up other women in business!

“The key job of a CEO is to make sure that their people are feeling good, are happy and motivated, and have the opportunities to learn.”

Mary and I dig into:

  • An explanation of brand purpose and how it differs from but informs brand identity
  • The moving target elements today of a solid brand campaign
  • The increased consumer mandate for purpose and ESG and the question of how/if that can be marketed
  • Can a person be a “brand” and how that applies to good leadership.
  • The best advice she received as a leader
  • How observing and working for people like “the most powerful woman in advertising,” Charlotte Beers, shaped her own leadership style and career
  • Her work with the Block and its impact on diversity messaging through art
  • The time and place for AI – yes, even in classrooms.

Mentioned in this episode:

Check out the Baglivo Group

Find out more about The New York Women’s Foundation and their upcoming Celebrating Women Breakfast 2023

Learn more about the Block Museum

SOCIAL:

Connect with Mary on LinkedIn: https://www.linkedin.com/in/marybaglivo/

And, you can support this podcast here: 

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