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Talking Business…and Podcasting…and Content! With Ken Kraetzer



For this quick but special episode of Insider Interviews I was in the guest seat! In highlights from my appearance on Ken Kraetzer’s show, “Talking Business” for CBSI, Ken interviewed ME to get my recommendations about how businesses can get in to the world of podcasting, best ways to leverage social media — and social audio — and why it’s key to create content across all platforms.

You’ll understand in just a few minutes how it all comes together for the show I’m producing for trade association, NATPE — their first-ever conference on the intersection of TV and Podcasting! (I’m very proud of this project and working hard to create a chock-full of takeaways agenda for content creators, marketers and producers across both screens.)

Ken also got a little bit of my life story — at least my career path, as well as a story about the good-news/bad-news of tech, when I recently confused a “Zoom friend” with an “IRL” friend!

You can catch the FULL VIDEO of my interview with Ken on YouTube where we also discuss social audio and social media best practices! https://www.youtube.com/watch?v=L6PU_IDU9iA&t=27s

Here are some links to topics discussed:

NATPE’s July 14th “ContentCast” Conference 

David Berkowitz’s Serial Marketers (Start with the newsletter. You’ll thank me.)

Erica Keswin on Rituals (Of course I’m going to point you to my podcast episode with her!)

Susan McPherson’s book, The Lost Art of Connecting

And check out PodcastMovement (I’ll be doing a virtual preso at the August event on B2B podcasting, but read their daily newsletter for great scoop.
If you found this helpful, or liked any of my Insider Interviews episodes, feel free to “buy me a coffee!”: https://buymeacoffee.com/mossappeal
If I can help you connect YOUR podcast/tv/content dots, or just get started, please reach out to me at podcasts@mossappeal.com

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KoAnn on Building Sustainable Brands – Epi 28



KoAnn Skrzyniarz has been making a strong case for building Sustainable Brands in global conversations with some of the world’s biggest advertisers. It’s all about the business value of environmental and social purpose. And the data is on her side.

In time for Earth Month, or any time, in Epi 28 KoAnn (frequently known by just her first name) shares not just the “whys”, but some recent “hows”: how sustainability has moved the needle for leading brands and how to be resilient in a “VUCA” world. A what?

Listen; she’ll explain, and we also discuss:

  • The impetus for creating Sustainable Brands – and if its mission has changed more than 15 years later?
  • What kind of changes has she seen in the brand and media marketplace in terms of embracing brand purpose

“Twenty years ago it was not recognized that companies that understood how to innovate for environmental and social benefit were going to be the companies that survived and thrived in the 21st century.”

  • Is Corporate Social Responsibility (CSR) a good description? (Hint: KoAnn explains why it’s more a “business opportunity” and why the ANA [Association of National Advertisers] uses he notion of ‘good growth’. )
  • How companies should integrate their brand marketers and strategists, the product and service positioning teams AND the sustainability/procurement/diversity teams
  • Is our current focus on brand purpose just another trend? How does it compare to the green rush of the 2007 timeframe or rallying around Hurricane Katrina? Have companies evolved in their mission-driven work?
  • The data supportive of sales driven by environmental and social value propositions; What kinds of brand transformation are happening — and at which companies?
  • How have companies like Clorox and P&G navigated the road to sustainability? And what is a Brand Transformation Roadmap?
  • How has Sustainable Brands itself pivoted during the pandemic to salvage — and even grow — their world-class conferences in a VUCA world! (There it is again!)

 Additional Links:

SB Brand Transformation RoadmapSM.

Sustainable Brands global conferences 

P&G Planet KIND brand

Clorox Company social responsibility

Twitter:

@KoAnn

@SustainBrands

@mossappeal

@InsiderIntervws

Insta:

@SustainableBrands 

@InsiderInterviews

Insider Interviews Facebook

 

 

 


JibJab’s CEO on Strong Brands and Floppy Jaws



For Episode 21 I spoke with someone who’s been an animated head more times than he can probably count: Paul Hanges is CEO of JibJab, which is famous for its personalized e-cards and satire animations that lets your head be the star! If you haven’t heard of JibJab you may have had YOUR head in the sand; they’re the OG of digital branded content. It was born in 1999 to brothers Evan and Gregg Spiridellis, perhaps best recalled from their 2004 glory days of being featured on everything from The Tonight Show to ABC News for then viral political satire, “This Land.”

Hanges, who was promoted from COO 18 months ago, says they’re proud of being dubbed the “original online cockroach” for their longevity and survival of dot-com and economy busts. In our conversation he explains why JibJab is still hot more than 20 years since its inception. They’re even having something of a renaissance with the resurrection of their trademark Year in Review video after a six-year pause. (But how could you NOT do a recap of a year like 2020? For Chief Creative Officer Mauro Gatti and lyricist Scott Emmons it probably almost wrote itself! And I’m proud to offer my big head/floppy jaw cut here for your amusement by way of example!)

Hanges also explains the appeal of low-tech animation and their trademark “big heads and floppy jaws,” how they survive as a subscription model and why they walk away from brand dollars if not aligned with their mission – “to make billions of people happy by allowing them to be funny, wherever they’re having that conversation.”

Here are the highlights – but do hear all Hanges has to say in this very “animated” conversation:
  • How it all started – yes in the proverbial garage
  • Why, in a world of “deep fakes and augmentation” the appeal of JibJab is the personalization and NOT to replace reality. “We want to provide utility to help people say happy birthday or anniversary or other big moments.”
  • How personal micro networks add up to eyeballs at scale – and 1.3 million paying subscribers;
  • How they’ll leverage the rights to hits like “Old Town” or Mamma Mia the musical, but why they’ll walk away from 95% ofbranded opportunities;
  • Why politics and JibJab do not always make good bedfellows, but why they participated in the Facebook ad boycott in July to stand up to divisiveness;
  • How (self-plug here) they balance “brand+demand,” — as we promote in The Continuum;
  • The big data opportunity they’re sitting on to be a personalized service for people and how they’ve had to be nimble and “pivot” in their production and platform access.

And of course, for the last episode of 2020 we have to offer Hanges’ words of wisdom from the past full year as CEO to other new CEOs…and how to embrace your strengths and those of others as well. “I take a step back and look and say, ‘we have a very strong operating team that’s working towards a goal of making billions of people happy.’ …And I’ve been really proud to say I can lead this company with that mission.”

Personally, I could not have wrapped up my first year of Insider Interviews podcasts (AND my “It’s Quite a Living” personal podcast) with a better message than to “head” into 2021 with the inspiration of a JibJab to find the humor and spread the joy throughout this holiday season and into 2021.
 Thank you all for listening and hopefully sharing this podcast. I value your feedback and support. And if I can help you create content that spreads joy or opens revenue doors please visit Moss Appeal or write to me at podcasts@mossappeal.com.

Happy New Year!


Podcast Prognostications At and Around RAIN’s Global Summit – with Brad Hill: Epi 14



This episode is made up of two discussions about podcasting: A casual conversation with RAIN News president, Brad Hill around fun moments from the industry and projections for its success… and a more formal discussion — actually a few segments grabbed from RAIN’s Global Podcast Leadership Summit.

Insider Interviews host, E.B. Moss was the moderator on a panel about podcast advertising, featuring Art19’s Lex Friedman and Targetspot’s Dave Sosson — and a few of their insights were captured here.

  • You’ll learn how the summit had to pivot — and lessons for good zooming — as well as:
  • the kinds of media categories that podcasters are selling against — think paid social — and how they compare;
  • how host read ads are great, but how do they fit in to a targeted buy 
  • Interesting projections from the IAB and the new categories opening up for — and of — podcast advertisers
  • SHOULD there be a “PAB” 
  • And what is “giide”?

NOTE: Read RainNews.com to catch more takeaways from all the 8 sessions of the recent summit.

And ask E.B. about using giide.fm for your media company!

 


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