Tag Archives: diversity

Ringing out the Old with News from E.B. for 2022



For the past 44 episodes of Insider Interviews I’ve put a lot of well-known media and marketing folks in the hot seat …And today’s guest is … E.B. Moss. Me. Because as we ring out the old and ring in the new I’ve got some news for you.

This nice round number, episode 45, will be one of the last for Insider Interviews for a while, as I embrace something really new. A brand new role as Senior Vice President of Content and Community for Brand Innovators.

I’m thrilled to join this company, which has done such a great job for the past 10 years of creating a community for marketers and helping build relationships between those marketers and media folks. They’ve done it through an incredible number of events and panel discussions, fireside chats, activations, tent poles, content articles, you name it. I will help further that community and also build new products. So, stay tuned as they say. And join us!
In looking back to look forward, as I wrote in The Continuum recently, I had some wonderful conversations. After launching with programming pro, Gary Krantz, talking about audio and the evolution of radio and podcasting my very next episode was in March of 2020 was Shelly Palmer, the pundit, who accurately predicted that we all better have our tech set up well to work from home. Check.

In episode 7, Claude Silver, the Chief Heart Officer of Vayner Media, emphasized the need in our increasingly isolated environment to build relationships. And then Arra Yerganian educated us in episode 22, about the social determinants of health as we’re so impacted by our surroundings. (I hope you’re creating a safe space for yourself and finding ways to bring joy into your world, even as we have to isolate a little bit longer now.)
On the DEI front Robyn Streisand, founder of The Mixx, is doing a terrific job at educating brands on how to embrace diverse communities and market authentically. And then, hats off to KoAnn Skrzyniarz, for building Sustainable Brands and emphasizing brand purpose and the business value of embracing sustainability and purpose-driven messaging.
Talk about influencers.
That’s what Danielle Wiley of Sway did and really informed us about how to manage what’s been influential and what hasn’t. And it all kind comes together with Joe Jackman in episode 37, talking about reinvention. Because that’s what we’re all doing these days. Marc Kidd and Anna Bager each talked about the out of home ad industry and their headaches during a time when nobody was traveling. Captivate, where Marc is CEO, specialized in elevator advertising, and no one was going into office buildings! So they figured out how to pivot — or reinvent — by expanding their signage to places where people play and live like golf courses and apartment buildings. Anna Bager talked about how out of home signage really helped move public service messaging forward, especially with the healthcare messaging that is so important these days.
There were also some really impactful conversations with women in marketing. I want to thank, for example, Melissa Grady, the CMO of Cadillac, as well as Heidi Zak, the co-founder and CEO of third love, as just two examples.
And I was able to do articles on both of them for The Continuum. That’s the publication where I was editor in chief for the past year. We published some excellent articles about the need for both brand and demand marketing. That publication will continue to embrace the future. And it’s a very worthy read.
But I think as I look forward, and look back, some of Ruth Steven’s words were exactly right and underscores why my move to Brand Innovators will be so timely. Ruth is one of the foremost experts in B2B marketing.

And she said in our interview,

“Today, the ability of the salesperson to guide a purchase in the buyer’s direction and really understand the needs of that buyer has been eroded. So the marketer needs to step in and provide the educational content.”

So my friends, I’m going to keep finding lots of ways to help marketers get their message out and to help connect the seller, the buyer, the media organization and the marketer, and I look forward to being able to continue delivering you that insider scoop. Just from a different venue.
With that, I wish you all the very, very best and a happy and especially a healthy 2022, and hope to maintain my relationship with all of you through various forms of content, as well as hopefully at in-person event sooner rather than later.
I thank you so much for listening.
Post Script: If you haven’t heard it yet, I will pick up my “passion podcast” soon – about my “friends in high places” so please subscribe to It’s Quite a Living now to not miss a forthcoming moment when that relaunches in early 2022.
PPS: You can STILL follow me at @mossappeal on social media!


Cadillac CMO Melissa Grady Dias on Marketing a Maverick (with heart)



A milestone! It’s Episode 40 of Insider Interviews! And for that, who better to interview than Cadillac’s Global Chief Marketing Officer, Melissa Grady Dias, who is, herself, marketing a milestone: the launch of what will be the first all electric line of luxury brand vehicles (EVs), starting with the Lyriq!

This episode was recorded in September, and since then the new Lyriq has sold out of pre-sale reservations. So how did it get so popular? Why is Cadillac “the maverick” of the GM brands, and how does its marketing deliver on its corporate parent’s promise to be the most inclusive company in the world?

For the past two years, Melissa Grady Dias has held the key. She is a marketer’s marketer, a master of math and of insight-driven creative. With a heart. That “brand and demand” combo (as I’ll write more about in The Continuum) is what’s helped infuse those corporate cause-oriented values into everything from gaming tie-ins to 6-second ads, to experiential marketing with Michelin-rated chefs. To hear Melissa be moved by the definition of equity and inclusion is to understand what “drives” (sorry) much of the brand messaging, but messaging that is always backed by data.
As she explains:

“I try to understand how and where my audience is consuming media, and how they’re entertaining themselves. Then I try to be in those places, but to do it in a different way, so that it really breaks through.”

While always in pursuit of an advertising career, (“I used to watch Who’s the Boss and I loved Angela and I wanted to be like her,” she confesses) Melissa almost took a wrong turn. But discovering Database, Direct, and e-Commerce studies in a Masters program led her to expertise in performance marketing and technology. Her passion for good creative added the rest of the fuel.
After discussing how she “followed her career north star to OnStar” we took some deep dives into how she is marketing the 125-year old brand, including:
  • What it means to “show up differently” and how the Cadillac marketing team approaches the funnel differently, too (hint: upside down!)
  • With GM looking to go all EV and towards a 0, 0, 0 world (zero emissions, zero crashes, and zero congestion) how Cadillac, historically an innovator brand, is at the forefront of that effort:
  • Just why Cadillac overall — from the Escalade to the XT6 — is like the maverick of GM brands, while still infused with corporate cause-oriented values.

“Cadillac is also a bit of a maverick and we’ve always stood for those people who really have big dreams and bold ambitions, but really they’re the change-makers.”

  • Melissa’s reaction to CEO Mary Barra’s statement on making GM one of the most inclusive companies in the world, and how they’re doing that — on social, in a campaign or in how they’re spending money;

“Equity is treating everyone the same and fairly. So if there’s a dance everyone’s invited to the dance. Inclusion is being asked to dance.”

  • Campaign development:

“When Regina King heard the brand manifesto, she could relate it to her story. And …it inspires me to be a better person, too. That’s how the “Never Stop Arriving” campaign was born: it’s about hitting a moment, celebrating yourself and then thinking ‘Now, how do I keep making the world better? How am I going to keep moving forward?’”

  • How they identify prospects and find them, starting with addressable and digital then filling in as they go up the funnel, right to tentpole events like their Oscars™ or PGA sponsorships;
  • Melissa’s perspective on audience demographics “I’m never saying, ‘where are the 25-54 year olds with a certain income’” and feelings about linear TV to podcasts…even their innovative use of gaming and AR and VR as part of the sales process;

(Note – Take a look at Cadillac Live for a unique view of how vehicles can be experienced in our showroom and supply-chain challenged times! And fun fact: More test drives happen on YouTube than in a car dealership! So hear how Cadillac Live deployed a takeover with a “first” on the video site!)

  • Hear how data is handled and respected and leveraged;
  • How experiential comes to life in unexpected ways, like finding inspiration in the Lyriq grill for food recipes!;
  • How future CMOs can follow a similar path to success? Melissa shares a three-point plan of action which, of course, starts with follow your passion.

Finally, hear why my heart was pounding – as with most people who experience Super Cruise for the first time – but in my case just from watching their effective long-form celebrity videos about the hands-free driving option! Melissa has described this as the “let go” moment.

As voiced by Tiffany Haddish in the video, “Sometimes you gotta grab the wheel and sometimes you just have to let it go.” It’s trust that you’ll get where you need to be. Melissa, who makes it a point to meditate daily, thinks her personal mantra – ‘I’m exactly where I’m supposed to be’ – “ties into that idea pretty well.”

Easter Egg Moment: Insider Interviews aims to give you the “insider scoop” on media, marketing and advertising, along with the personal side of execs. And you’ll catch a very human moment around 20 minutes in…. But do enjoy all 40 minutes of this informative and jam packed conversation!
If you found this helpful, feel free to help support ANOTHER 40 episodes of Insider Interviews and add to my virtual tip jar to buy me a coffee“: https://buymeacoffee.com/mossappeal
And please support us with a review wherever you listen, share this episode. Or allow me to help you get started with a podcast or content marketing strategy: podcasts@mossappeal.com.

Follow Cadillac:

  • Facebook: https://www.facebook.com/cadillac
  • Twitter: https://twitter.com/Cadillac

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THANK YOU for listening!

E.B.

 


Pearl Servat’s Visible Marketing Wisdom



When I met Pearl Servat three years ago, Visible was brand new in the world of wireless carriers, and Servat was generating content about it. Now she is fairly new in an elevated role as Head of Brand Marketing and Demand Gen for the disrupter division of Verizon Wireless, and gives good content herself in our conversation about driving customer connections.
Servat honed her PR chops in the entertainment and brand world under the mentorship of marketing heavy hitters like Pat Kingsley (PMK-BNC), but made the switch, as they say in the world of carriers, to helm “brand and demand” marketing. In Epi 39, she discusses both her own evolution, and that of Visible. Hear how she leverages partnerships with like-minded brand ambassadors and ensures the first all-digital wireless carrier in the US doesn’t forget its mission of kindness and transparency:

“I essentially sit at the intersection of where I’ve always loved to be.  Between brand building and conversion and acquisition, driving and growth.”

Mission First, Marketing Next.

  • Servat explains that Visible’s mission drove her to lead efforts to connect people during some of the scariest days of the pandemic.
  • Hear how a simple email campaign that Visible sent asking how customers were holding up during the pandemic had unexpected impact.
  • Staying true to its DNA, the brand launched the #VisibleActsofKindness campaign and garnered over 2 million organic interactions.
  • Hear her perspective on the importance of both brand and demand marketing, as her title implies, AND experiential marketing — such as when they turned Los Angeles bus stops into mock living rooms, and even ski lifts settings giving customers a tactical connection with the all digital brand in lieu of physical retail locations.

“It’s beyond just retaining the consumer for us…We truly try to be as intentional as we can at every touch point with the brand. So, it doesn’t just start and stop with marketing.”

Partnerships that Matter

  • Partnerships and brand ambassadorships help extend the reach of the brand.
  • Servat emphasizes the importance of partnering with people who live by the same mission as the company.
  • Potential partners have seen the work Visible is doing and reached out to the company, interested in collaboration—the mission drives these kinds of partnerships.
  • Staying on trend? Servat credits her team, modestly saying she’s not “nearly as hip and cool as they are.”
  • And on working with marquee names like Kevin Bacon and Dan Levy? Well…

“When it comes to talent partnerships, we do a significant amount of research…And we only work with talent who walk the walk when it comes to social impact, what they stand for on an ongoing basis, [and] how they connect with their own communities.”

To hear more on the early stage Visible marketing efforts, listen to Insider Interviews Epi 10 with then CMO Minjae Ormes.

Connect with Servat and Visible

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If you found this helpful, or liked other Insider Interviews episodes, please support us with a review wherever you listen, share this episode, and even add to my digital tip jar to “buy me a coffee!”

If I can help you connect your podcast/tv/content dots—or, just want help getting started with a podcast or content marketing strategy, please reach out to me at podcasts@mossappeal.com.

 


Jackman Reinvents

Joe Jackman Reinvents How Brands Embrace Change



Not many people – or brands — love change as much as Joe Jackman. The CEO of Jackman Reinvents has been a valued advisor to major retailers like Staples and brands like Flow Water, to B2B companies and to private equity partners. In this episode hear how he uses insights about trends and human behavior to drive change – or reinvention – and why that’s essential for a brand today.
Jackman believes that moving from town to town as a kid with his retail exec dad emboldened him and taught him relationship skills. To the envy of any who have experienced “imposter complex,” Jackman has confidently embraced change professionally, moving from creative to CMO to CEO, admittedly making it up as he went along at many of the stops along the way. Learn what’s needed for companies to thrive, and the consequences for those that choose to emulate ostriches.
This 40-minute conversation is filled with insights – or, as Jackman calls them when working with clients, “nuggets you can actually hang a strategy off.”
I encourage a full listen, but here are some unmissable elements and Jackman Takeaways:
  • Change has been coming fast and furious for many years, but the pandemic has compressed the need for speed to do things differently now; not just in people’s lives, but in the dynamics of the marketplace
 Jackman Takeaway: If you’re not changing and evolving, you’re stuck. That would probably be the best scenario. But the more common scenario is you’re moving backwards or, in business terms, you’re waning or dying.”
  • Joe Jackman explained his personal path and how an appreciation of change took him from creative director to business owner after stints helping launch brands like Joe Fresh (no relation!).
 Jackman Takeaway: “I said, why can’t I be a brand strategist? What do I need to know? Who do I need to learn from? And then, eventually, I just thought, ‘Why can’t I shape strategy at the very highest level?”
  • That attitude led to becoming a “reinventionist” – and the definition thereof:
Jackman Takeaway: “It’s a word I made up, but basically the definition is to just be really good at making change happen and to great benefit. The world needs more people with the skills and in the mindset of making change.”
  • Learn which immutable law of marketing he adopted from Al Ries and Jack Trout and built his agency on.
  • Jackman’s concept of reinvention is tied to “invention,” and a brand’s transformation is intrinsically tied to its DNA.
  • We need to collectively “reposition the entire idea of change in our minds as a positive force, and essential. It should be seen as creating the next best, most powerful and relevant version of you or your company.” (He literally wrote the book on this: “Reinventionist Mindset”with a set of five principles for change.)
  • The status quo – especially when paired with success — is a killer. Business model life cycles, executives’ tenures, the length of brands’ relevance, are all compressing. So, since “the future arrives daily,” brands need to figure out step-by-step how to evolve and “get pro athlete good at it or you have it done to you.”
  • Learn how Jackman helped Staples create trial stores that were hybrid workspace meets product sampling; and transformed Rexall, including being the first drugstore in Canada to start offering flu shots.
Jackman Takeaway on Retail: “In a world of choice, which is what the internet did to retail, retail was relatively slow to adapt…. There are exceptions, but retail generally sat and was lacking innovation… A lot of disruption was enabled by that sense of ‘oh, maybe one day we’ll evolve, but stores are the thing now…’. If retail leadership was prescient in reading what’s happening, Amazon wouldn’t exist. Casper wouldn’t exist. Netflix wouldn’t exist and there’d be a streaming service called Blockbuster.”
Big Jackman Takeaway: “There’s probably only one rule in all of this work in transformation: That you must deeply understand who your customers are and what they care about most. …beyond function, into the world of emotion. Most marketers focus on the means. Understand what the end is.”
  • Jackman gives his definition of a brand and why adopting that helps drive trust.
Jackman Takeaway: A brand equals purpose elevated to experience, delivered consistently. Most companies haven’t got that very well defined, and, and yet, if you look at the evidence, purpose led companies tend to outperform their peers.”
  • Cohesive messaging and linkage between ideas and all advertising is essential to continue the brand message.
  • It takes balance and a strong foundation to leverage both brand awareness and demand marketing (and he explains how it relates to dating!)
 Jackman Takeaway: “Performance marketing today is important — because it’s data centric and it’s measurable and we can adjust it — …as long as it ladders up to a higher order of purpose. If there’s no red thread that links to that, that’s not good. You can’t build trust. …And today’s measure of success is if I truly have a relationship with the brand.”

  • Trust, and being in a Values Economy is greatly affecting brands right now.
  • Sustainability and similar values are amplified more now in our pandemic context and impact how consumers make purchase decisions…There’s a lot of de-selection going on today.”
  • Jackman also explains the only two consumer choice tiebreakers

 

 Jackman Takeaway: “I’ve helped well north of 50 companies, and along the way I noticed we’re wired as humans to behave in certain ways. One of the things we don’t love is change. … But I observed ways of thinking and doing that enabled success to come faster… I got them down to five. … For example, the first one is ‘seek insight everywhere’.”
  • Learn to understand cultural currency and even reinvent the old marketing maxim of: ‘I need to pay attention to the customers that I do the most business with.’ (Hint: that’s fine, but you also “don’t want to be a brand or a business that’s like a great aunt: you know, fondly thought of, but never visited.” [That hit a little close to home for this host! Just sayin’.] So, learn to have relevant conversations with the up and coming set of customers [and with, note to self, the nieces and nephews.]
  • Understand how DEI dovetails with cultural relevance and brand values…  and what Jackman would change most about our world. (Note: Hat tip: Maryam Banikarim)
Finally, what brand would Jackman reinvent next?

“What do I want to reinvent? The next company that interests me or has lost its way. And there’s so much of that. How wonderful to spend a career on just figuring out the next act of whatever! And, since climate change is real, and we have to start to make a real difference, those are the kinds of opportunities I’m gravitating towards now. And I’m super excited to be at least part of the solution as best I can.”

If you found this helpful, please consider supporting this ad-free podcast with a small donation (“Buy me a Coffee!”) at https://www.buymeacoffee.com/mossappeal AND please share with others in marketing and business…and even add a review  on Apple, or wherever you like to listen!
Find Jackman Reinvents at: https://www.jackmanreinvents.com
On Insta: https://www.instagram.com/wearejackman/
Find Joe Jackman, his book and podcast at: https://www.joejackman.com/
Please follow E.B. Moss and Insider Interviews on:

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And – if I can help you build or enhance a podcast for YOUR business, please reach out at podcasts@mossappeal.com !

E.B.

 


Bonus Epi – On ContentCast and Lantigua-Williams Redux!



It’s been a busy couple of months for me in podcasting… so I didn’t get to podcasting! Here’s what I mean: This is a BONUS episode…actually a republication of Epi 12 featuring my interview with Juleyka Lantigua-Williams from exactly one year ago. She is a force to be reckoned with, a holder of two masters and embracer of two kids and a proud publisher of a show with 1 million downloads now. Yup, “Latina to Latina” just crossed the million listen mark this week. But there’s more you can hear in my interview with her as part of CONTENTCAST next week!

Whaat? Well, I’ve been busy with podcasting…and TV…in producing the first-ever conference about the intersection of those platforms as cross-over IP. That means a HECK of a lot of companies are turning popular podcasts into TV or film content and TV companies are expanding their shows into fan engagement podcasts. Trust me, it’s all the rage.
Want to hear it from the experts? Then register for free and catch this huge conference created by NATPE, the global content trade association, on July 14th, 2021: https://natpe.com/contentcast. Just look at the SPEAKERS tab! See what I mean? From Kevin Pollak to Glynn Washington…the heads of SiriusXM to Tegna to iHeartMedia to Triton Digital to…well, you get the picture. Did I mention I also corralled my friend Amy Hill into hosting?(And yes, you heard us chat around a year ago on my other podcast, “It’s Quite A Living!” Keep your friends close….)
So, that’s why this is Epi 12 REDUX. What Juleyka had to say a year ago is still important and appropriate today…only the numbers have changed. (But there are also twice as many podcasts published now as there were then! Yup, we also have Edison Research and Nielsen sharing info at ContentCast.

Thanks for listening…and learning… and I hope I see you at ContentCast!

From Print to Podcasts and Back: Kathy Doyle of MacMillian



Kathy Doyle embodies the early bird that catches the worm. Early into her freshman year of college she aimed to give the commencement speech for her class in four years’ time. She got the honor — and forty-eight hours later was offered her first job in media. Then, as you’ll hear her describe in this episode, Doyle was part of the earliest team building out The Wall Street Journal Online (yes, I sing the dial up tones for her). Then, being an early riser, she started to listen to podcasts well before Serial was even a thing. And guess what? She was an early-stage employee on the podcast team of Macmillan Publishing.

The Macmillan division of morphed out of a prescient move to team up with Grammar Girl podcast phenom Mignon Fogarty – and quickly evolved into the Quick and Dirty Tips Network of short form helpful content. (Perhaps it’s fitting that Doyle’s career was launched with a speech.) Now, with the addition of a narrative network, their podcasts garner millions of monthly listens – and recently also scored an inaugural Ambie Award for their stunning show, Driving The Green Book.

Macmillan is the only one of the “big five” publishers with its own podcast network. As Doyle says, “It’s been our vision to serve our authors the best way possible. And audio emerging the way that it did certainly created an opportunity for us to use podcasting as best advantage whether that’s through an audio book excerpt or interviews or guest series…” In a media world where everyone is aiming to flow content cross platform it’s a surprising exclusive advantage. (As a matter of fact, we discuss the conference I’m producing for NATPE about the proliferation of TV brands leveraging podcasting, as well. Please register free to attend ContentCast on July 14th!)

While she provided many serious business takeaways, we also learned how one phone call, and frequent dog walking, helped lead to Doyle’s career success, and of the drama of “dial-up days” during early-stage internet jobs.

And you won’t believe what’s got Doyle’s gobsmacked about podcasting these days (yes, I checked the spelling, Grammar Girl fans out there): the evolution of the host read ad. I know, I wasn’t expecting that answer either. But you’ll appreciate how she illustrates the issue with an example from a men’s underwear advertiser.

In all seriousness, host read ads are a major topic in the business of podcasting as we balance the goal for perceived alignment with an influential personality with personalization enabled by companies like A Million Ads or Frequency. (Note: I’ll discuss the power of influencers in the upcoming Epi 32 with Danielle Wiley of Sway.)

For Doyle, the learning was about balance: how to deliver a strong response while preserving the integrity of hosts and authors. But another balancing act is tied to revenue and the competition for ears and ad dollars.

Another business consideration is discoverability. That’s where Doyle and team did a wide scale collaboration with Apple for the notable Driving the Green Book. Hear how they did, in fact, leverage cross-platform promotion in innovative ways – from reading lists to playlists. (Note: Hear show producer Juleyka Lantigua Williams on this from Episode 12 of Insider Interviews.)

“I think it keeps a lot of us in this industry up at night. We talk about revenue diversification a lot. In fact, I just did a panel for Digital Hollywood on revenue diversification. …You can’t just rely on the ad model anymore. You have to find new ways — like exploiting a podcast into a book or a film and TV. I think it’s going to be fascinating to see how podcasters leverage new tools that are available now through Spotify and apple, which have been available through Stitcher and Luminary, to be strategic about your content and then finding ways to expand and enhance that through a premium subscription. I think three or four years ago, I would’ve said absolutely not, but now I think there’s probably opportunity for that.”

“As people expand their listening and really become hooked on some shows that have that have a big ad load then spending a few bucks for a premium subscription to eliminate that might be very attractive.”

(This was where I noted that you can support THIS podcast and just “buy me a coffee”. Just sayin’ …. )

But don’t worry; there was more: Doyle also prognosticated on the future of consolidation in podcasting…and shared some of her favorite shows these days. So, make like that early bird, and catch all of Doyle’s words. You’ll be ahead of the curve.

More about Macmillan Podcasts: https://linktr.ee/macmillanpodcasts
Kathy Doyle on LinkedIn: https://www.linkedin.com/in/kdoyle2/
If you found this helpful, or liked any of my Insider Interviews episodes, please add a review on apple, share this episode, and of course, “buy me a coffee!”: https://buymeacoffee.com/mossappeal
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