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
Bryan Barletta of Sounds Profitable is known for being a guy that explains complicated podcasting ad-tech in a helpful, generous way. Ryan Rose of JoneKiri is an up-and-comer in the industry who has already made a mark by helping talent communicate across multiple platforms. Both started in podcasting. Both quit their day-jobs in podcasting mid-pandemic (!) to launch their own businesses. And both are succeeding wildly.
In this conversation they discuss with host E.B. Moss everything from how advertisers can go beyond traditional podcast ad exposure and pricing, to the implications of a “cookie-less world” to the better mousetrap of content marketing cross screen*. These are smart young turks who share a lot of wisdom.
How Bryan went from McDonalds to History Major to a major force in the developer space before landing in podcasting…and starting Sounds Profitable
Why this quote from his recent newsletter post sums up Bryan’s mission…and value:
When buyers have a hard time translating tools, metrics, and services between advertising channels we get friction, and friction prohibits more buyers from choosing podcast advertising as a viable channel. But that friction can be soothed with education.
How slowing down to focus on that education in the business can help speed up revenue
The imperative for diverse podcasters and the effort to support them by, e.g., former Insider Interviews guest, Juleyka Lantigua-Williams
Our “surprise mystery guest”, Ryan Rose makes his entrance and explains the what (and pronunciation!) of JoneKiri (hint: discipline and passion…)
The opportunity for talent to help offer presence across podcasting + + +…all screens!
Why a “cookie-less world” is not such a bad thing…especially in the podcasting world. (Guess who answered THAT one?!)
Why Bryan thinks Ryan “fits into a category of people that I think are going to be the next and hottest things in the next two years in podcasting” and why Ryan thinks beyond the pre- or mid-roll, and in fact staked his current career on it
The world beyond the CPM or CPA
Why they think I’m great. (Kind of love that.)
There’s a lot more. These are smart guys. You’ll want to listen. Again. And maybe again.
You can find Bryan on Twitter and https://soundsprofitable.com/
If you found THESE tips valuable from Bryan and Ryan, I don’t mind if you virtually tip ME, and “buy me a coffee“! ( https://www.buymeacoffee.com/mossappeal ).
Please let me know if you have a topic or suggestion for a future episode on the business of media, marketing and advertising — or need help creating or marketing your own B2B podcast! *Stay tuned for big news — or ping me — about an upcoming conference I’m coordinating on the intersection of podcasting and all OTHER content screens! Podcasts@mossappeal.com
Heidi Zak has been in finance, in retail and in tech. Like most women, she’s also been in plenty of dressing rooms trying to find the right bra, leading her to build ThirdLove, one of the largest online bra and underwear companies in America.
Close encounters with the NOT ThirdLove kind of shopping experiences, meaning the universal ick-factor of cold hands and awkward measurement moments with in-store underwear salespeople, were part of Zak’s a-ha moment. So, putting all of her professional and personal experience together, she created a brand that disrupted an entire industry — to the great relief of uncomfortable women everywhere.
Her first-to-market service as a DTC bra retailer hit some, ah, curves, along the journey but Zak has been named everything from Goldman Sachs’ 100 Most Intriguing Entrepreneurs to a Fortune “40 Under 40”, and more.
Part of the accolades stem from how Zak has embraced not just brand marketing but brand purpose. Inclusivity at ThirdLove means being the only brand to offer more than 80 bra sizes, including their unique half cup sizing – and donating over $40 million worth of products to women in need. It has also helped evolve an old school industry previously defined by a narrow concept of beauty with a focus on inclusivity.
“We didn’t want to look like any other bra brand which mostly photographed skinny, generally white women with small boobs and generally did it in a really sexy way. So, we set out to build something radically different from scratch…. Back then there were barely any plus size models.”
Further iterating on inclusivity, ThirdLove launched a new initiative during COVID-challenged 2020: The TL Effect, to support entrepreneurial women of color.
“…Brand purpose has to be authentic, true to who you are and what you stand for, and what you’re building. Otherwise it can fall flat, or a consumer sees through it.”
While Zak and I commiserated about finding a proper fitting and comfortable bra I was a bit discomfited to discover that this rock star CEO/mom of two has managed to use her homebound pandemic time to also hyper-organize her home, when I haven’t even organized my sock drawer. In a conversation perfectly apropos Women’s History Month, hear how, in addition to organizing her home, this efficient CEO/co-founder has organized her company for success through adapting to the changes of the pandemic.
Envy aside, we discussed:
Her path from small town Main Street to Wall Street, Herald Square to Silicon Valley
How an encounter with the founders of Lyft drove her to solve another consumer problem, one bra at a time
“In 2012, if you look at what had existed [for bra shopping] at that time, there were department stores, Victoria’s Secret and some big box stores. There certainly weren’t online bra brands at the time. And that was the idea: better brand, better product, better online shopping experience for women.”
Zak on disruption and her definition of DTC, and why it was important for ThirdLove to “have a direct way to speak to our customer, to educate her, to bring her along the journey, to make her feel really comfortable.”
The product evolution — from one bestselling bra to their recently launched Fit Finder — and the pivot required by pandemic-era marketing
Navigating manufacturing and funding, especially as a woman seeking financing from primarily men (Note: McKinsey reports women are still only 21% of the C-suite and of those are mostly white women.)
Early-stage ThirdLove marketing tactics and positioning
How their innovative “try before you buy” program along with ads that asked if women were ‘Ready to graduate from Victoria’s Secret?’ drove 1 million new customers
How and why they leveraged podcasting as one of their main ad vehicles in 2015, baffling some investors
The pros and cons of linear and OTT TV
How ThirdLove spans Black History Month to Women’s History Month and beyond by uplifting women, in all senses of the word
“We were trying to figure out how ThirdLove was going to help support and impact change in the broader community. The TL Effect helps give female founders of color a little more of a voice in a crowded marketplace. We launched in June and picked our first recipient, Arra Simms, founder of Kewtie Nails.”
How ThirdLove keeps the conversation going with unconscious bias training required for all employees
The value of brand purpose to the bottom line
Aside from having Katie Couric in the ThirdLove influencer camp, Zak describes her use of micro-influencers: “real women who act as an advocate or a friend to the people who follow them.”
We wrapped with Zak projecting which industry, just as she disrupted one, could be ripe for a revision next. Whatever it is I am certain Zak will be first to leverage the next new thing.
For those who caught my mid-episode mention of my podcast and content marketing services please reach out for help with podcasting to grow your brand. Click here to request a copy of my Seven Steps to Setting Up a B2B Podcast.
When David Cohen joined the IAB as President, the US was two weeks into stay-at-home mandates. While that may have curtailed in-person conferences the industry association is known for, it upped the focus on all things digital. Not long after, the ante was also upped for Cohen personally when he was named CEO following the 14 year run of Randall Rothenberg. Pressure? Not to hear Cohen, who has helmed major agency divisions and had $20B in media spending under his purview during his days at MAGNA and UM. But pandemic-influenced strategy changes? Definitely.
In support of its mission to “empower the media and marketing industries to thrive in the digital economy” – let alone during a COVID economy — Cohen has “brought an unprecedented number of industry captains into their leadership councils and transformed the timeliness of their strategic initiatives.”
Those words from Rothenberg’s commendation of Cohen on his promotion sparked a song from me. Of course. No one is safe. But that didn’t curtail a compelling conversation about more serious matters, such as Cohen telling me about the advantages that came with adapting to the digital world as early as the 90’s and how he – and the IAB overall – are continuing to innovate with today’s current technologies for marketers. I also put Cohen in the same hot seat he put recent panelists in when moderating a Reach Conference talk himself, asking what he would most like to see fixed in our current digital eco-sphere.
We also discuss:
Cohen’s A-ha! Moment – from the Yellow Pages!
The lessons he learned after joining the IAB family that every marketing agency should know
“Pulse studies” on changes in consumer consumption trends to media buyers/seller polls
The IAB’s Brand Disruption Summit
How to navigate through your Brand and Demand goals
The shift in how digital engagement is being accomplished
How IAB is helping in pushing cross-platform forward
Like his friend and recent Insider Interviews guest, Carl Fremont, Cohen has a pro-social personal mission. Hear how he — and ANA’s Bill Tucker — are helping push support of disadvantaged children.
Please share the podcast and share how smart you are about media, marketing and advertising! To reach out to be considered for an episode or suggest questions or a guest — or to have your own bespoke podcast series produced and/or hosted by E.B. Moss — email firstname.lastname@example.org. We’re “hear” for you!
Tom Webster, SVP of Edison Research, describes his job as “telling the stories of numbers.” He definitely make numbers come alive, and he’s a great storyteller overall. So you’re generally okay with Tom as your guest if you didn’t discuss podcast topics in advance.
My industry acquaintance may be self-effacing, but he has a steel trap mind for the insights Edison regularly uncovers about all things audio, and he shared quite a few in our ad hoc but fascinating conversation for Insider Interviews.
The custom market research company helmed by Larry Rosin may be best known as the sole providers of exit polling data during U.S. elections, but Tom is best known for his big research reveals on webinars (now Zoom presentations) or at conferences. Research junkies lean in to hear which platform has the biggest “share of ear” and how differently are consumers engaging with Alexa. Basically, he’s the go-to guy for sharing and interpreting our evolving involvement with radio, podcasting, voice…even IoT and our social media habits.
As Tom describes it, “I make sure that the data that we collect on behalf of our clients is understood contextualized, put into action and valued, and that people come back for more.” Here’s what’s “more” about Tom and a topline of our discussion: Little known fact? Tom likes words as well as numbers. This former English Lit professor is also the principal author of some widely cited studies and the co-author of The Infinite Dial, America’s longest-running research series on digital media consumption, and The Mobile Commerce Revolution.
In Episode 16, Tom shares some insider scoop from Edison’s audio research – and his considered POV on the current state of radio broadcasting and the growth of podcasting (including some tips that can help you grow your own podcast).
[00:01 – 03:25] Opening Segment
More about Tom Webster, his role in Edison Research and a moving from academia to a marketing career
[03:26 – 17:20] The Insider Scoop on Audio Research
About Edison Research’s broader offerings – like that exit poll and vote count data – and Tom’s area of focus: Audio
More insider scoop from Tom WebsterVoice vs. Audio
The growth of “smart speakers.”
Where are we – if anywhere — with an FM chip for mobile phones?
The general state of radio
The uptake on podcasting (Joe Rogan notwithstanding)
Tom talks about some Edison partnerships (and E.B. held back “insider” jokes about her old boss, John Rosso of Triton Digital!)
[17:21 – 25:40] Diverse Voices
The diversity in podcast listeners and podcast content
Growing your podcast in today’s competitive market:
Having a distinct voice
Showing your unique, distinct point of view
How Tom is sharing HIS unique POV, via his own newsletter I Hear Things
And reach out to be considered for an episode — or suggest questions or a guest — or to have your own bespoke podcast series produced and/or hosted by E.B. Moss, please reach out at email@example.com. I’m “hear” for you!
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!