🔑 Key Takeaways
- Having an unconventional background can lead to innovative marketing strategies. Tom Rainsford's journey from contemporary dance to marketing brought a fresh perspective and challenged the status quo.
- GifGaf disrupted the market by focusing on emotional connection, relevancy, and offering great products at desirable price points despite lacking retail stores and huge advertising budgets.
- Tech marketing should prioritize emotions and human connections, avoid confusing jargon, and see technology as a tool to answer human questions and solve problems.
- Valuing creativity as a process, baking it into business values, and adopting a practical approach to accommodate unique creative ways of working can foster innovation and drive business success.
- Embrace remote work and adapt to societal shifts to stay competitive in marketing and creativity
- Prioritize people over metrics and tailor management strategies to meet unique needs for employee engagement and satisfaction.
- Investing in personal connections with colleagues builds trust, leads to better communication and stronger relationships.
- Adapt to new ways of collaboration, listen to diverse perspectives, and stay true to brand identity for effective remote teamwork
- Beavertown Brewery offers a diverse range of beers, balancing familiarity and innovation, and creating a personal, story-driven experience for consumers.
- Make savvy decisions, be accessible, and innovative to create a memorable and desirable brand, even if it means encouraging people to steal your branded items.
- A successful beer brand is born from a lively market, a founder's passion, and authentic storytelling. Working for a founder offers valuable insights and growth opportunities. Transitioning to a larger business can support growth without sacrificing creativity.
- In larger businesses, successful innovation requires autonomy and unique cultures, managed separately with distinct management and incentives. Trust plays a crucial role in fostering collaboration and innovation.
- A strong company culture can provide a competitive edge for businesses, especially in the rapidly changing marketing landscape. CMOs can benefit from opportunities to connect and learn from each other during challenging times.
- CMOs face unique pressures and ambiguous goals, often lacking recognition and appreciation. The recent trend of in-house marketing teams adding to their workload increases stress and anxiety. Prioritizing recognition, gratitude, and a supportive network is crucial for success.
- Effective marketing requires a balance of scientific planning and artistic innovation, along with prioritizing self-care and learning from failures.
- Failure is a natural part of growth, but it's important not to let it define us. View failures as opportunities to learn and grow, and prioritize thinking about the future to avoid getting bogged down in the present. Additionally, reducing waste in businesses can lead to greater success.
- Small improvements add up to significant benefits. Waste can be turned into gains by repurposing underutilized resources.
📝 Podcast Summary
Marketing from an unconventional background
Having an unconventional background can bring unique perspectives to marketing. Tom Rainsford, Marketing Director at Beavertown Brewery, shares his unusual journey into marketing after studying contemporary dance. He believes that not having a traditional marketing education has been beneficial, as it provides a fresh perspective and challenges the status quo. Tom's career has been marked by his work on challenger brands, including his early role as an employee and co-founder of Giftcard, a mobile network aiming to compete with industry giants. His experiences demonstrate that diverse backgrounds can lead to innovative marketing strategies. Tom will be speaking at Madfest, and his session is not to be missed for those attending the conference.
Staying true to a strong brand identity and understanding audience needs
GifGaf, a successful mobile brand launched in 2009, disrupted the market by staying true to its strong point of view and building a brand based on mutuality and people power. With no retail stores and a unique business model involving customers, GifGaf delivered against its concept and created a relevant brand despite facing disadvantages like lack of high street presence and enormous advertising budgets from competitors. The key to success was making savvy decisions about communication and offering great products at desirable price points. Additionally, focusing on emotional connection and relevancy in a market where people have a strong relationship with their mobile devices helped GifGaf stand out. In essence, GifGaf's success came from its commitment to its unique brand identity and understanding the needs and desires of its audience.
Focusing on human needs and desires in tech marketing
Technology should be focused on meeting human needs and desires, rather than just marketing its features. The speaker emphasizes that emotions and human connections are often overlooked in tech marketing, but they are essential in making technology relevant and useful. The speaker also mentions that internal language and jargon of tech businesses can be confusing to consumers, and it's important for brands to keep their focus on serving the needs and desires of their audience. The speaker shares their experience of bringing marketing in-house at Givko, emphasizing the importance of the people responsible for the brand being creatively involved in its development. Ultimately, technology should be seen as a tool to answer human questions and solve problems, rather than an end in itself.
Bringing Creativity In-House: Valuing Process and Flexibility
Valuing creativity as a business and integrating it into the company culture is crucial for driving business success. The speaker shared their experience of bringing creativity in-house, which opened up more options and allowed for a more flexible approach to producing content. However, they acknowledged that not all businesses may prioritize creativity in the same way as numbers or other metrics. To foster creativity within a company, it's essential to value it as a process, bake it into the business values, and adopt a practical approach that accommodates the unique ways creative people work. The speaker also noted that the lack of emphasis on creativity in education and societal attitudes towards it may contribute to the problem. Ultimately, businesses need to find a balance between efficiency and creativity to thrive in today's ever-changing business landscape.
Businesses must adapt to changing consumer needs and access global talent for creativity and marketing
Businesses need to reevaluate their approach to creativity and marketing in response to changing consumer needs and the increasing accessibility of global talent. Traditionally, businesses may have outsourced creativity to agencies, but now, with the needs of new generations and the market shifting, businesses must ask fundamental questions about their proposition. The COVID-19 pandemic served as a catalyst for change, demonstrating the potential for quick production and access to global talent. However, it also led to an oversaturation of similar creative content. Embracing and setting up approaches for creativity and remote work is crucial for businesses to adapt and thrive in the modern marketing landscape. As society evolves through industrial revolutions, it becomes more mechanistic and individual, and art serves as a mirror reflecting these changes. Orlando's book, "Lookout," explores this idea further, highlighting the importance of staying attuned to societal shifts and adapting accordingly.
Managing Teams in the Evolving Work Landscape
The way we work and manage teams has been significantly impacted by the accelerated industrial revolution brought about by the COVID-19 pandemic. This shift to remote work and digital communication has made managing teams more challenging due to the lack of nuance and relationship building that comes with in-person interaction. Moreover, the traditional approaches to work may no longer be effective as each business and individual has unique needs. As leaders, it's crucial to understand people on a personal level and tailor management strategies accordingly. The engagement and satisfaction of employees depend heavily on their managers, making it essential to prioritize their development. Ultimately, a business's success hinges on its people, and prioritizing their well-being and growth should be at the forefront of decision-making. Companies like Beaverton and GiftGow have recognized this and prioritize people over sales figures or other metrics. Yorkshire Tea even dedicates 20% of all meetings to checking in on employees' well-being. These practices demonstrate the importance of putting people first in the evolving work landscape.
Building trust goes beyond tasks, invest in personal connections
Effective communication and building trust in the workplace go beyond just focusing on tasks. It's essential to invest time in getting to know your colleagues as individuals and understanding their feelings. This connection can lead to better communication, stronger relationships, and increased trust. Traditional methods of asking "how are you?" may not yield honest answers, so try asking "how do you feel?" instead. Moreover, the industrial revolution mindset of viewing employees as commodities, focusing solely on their productivity, can lead to mistrust and communication breakdowns. Instead, trusting employees to work remotely and manage their schedules can lead to increased productivity and flexibility. However, building trust and fostering personal relationships can be more challenging in a remote or hybrid work environment. Therefore, it's crucial to prioritize building relationships and trust through regular check-ins, virtual team-building activities, and open communication channels. By shifting our focus from viewing employees as commodities to valuing them as individuals, we can create a more productive, engaged, and trusting workplace.
Building trust in remote teams
While it's essential to build trust within teams, the way we do so has evolved. Remote work doesn't mean isolation; rather, it's about finding the best ways to collaborate effectively. Creativity, for instance, can emerge from social settings like pubs, where ideas are born from observing the product's consumption. However, as leaders, we should also listen to diverse viewpoints and not assume we have all the answers. The key is to adapt and construct a better working environment than the previous one. Regarding Beavertown's Neck Oil, it's a session IPA that has been successful due to its accessibility. The brand's visual identity, drawn by hand by their creative director, may appear inconsistent, but it's coherent in its uniqueness. This approach reflects the company's dedication to innovation and staying true to their brand identity.
Beavertown Brewery: Inclusive and Disruptive
Beavertown Brewery's diverse portfolio of beers offers something for every palate, making it an inclusive and disruptive player in the beer industry. The brewery, founded by Logan Plant with the goal of creating a beer for anyone to enjoy, offers a range from traditional lager-like beers to more adventurous, flavorful options. The key to Beavertown's success lies in the balance of familiarity and innovation, with beers like Neck Oil providing a refreshing twist on the lager experience. Beavertown's approach not only adds to social situations but also offers a more personal and story-driven experience compared to industrial beers. The brewery's commitment to inclusivity and offering a range of options has made their beers conversation starters, allowing drinkers to express their unique personalities through their beer choices.
Creating a memorable and desirable brand
Creating a sticky brand involves storytelling and making the brand desirable, even if that means encouraging people to steal your pint glasses. Beavertown, a successful craft beer brand, stood out by making savvy decisions, being accessible, and bucking trends, such as being the first to use 30 mil cans. As a brand grows, it's essential to keep being interesting and innovative while maintaining the brand's culture and approachability. The key to success is finding ways to make the brand memorable and desirable, even if it means encouraging people to steal your branded items. This approach creates brand affinity and helps the brand stand out in a crowded market.
The power of a founder's passion and authentic storytelling in beer brands
The combination of a vibrant market with numerous options for consumers, authentic brand storytelling, and a passionate founder can lead to successful and unique beer brands. Working for a founder provides valuable insights and helps steer the business towards growth. The transition from a founder-led company to a larger multinational business can be seamless and even beneficial, as the larger company can provide necessary support for growth without stifling creativity. Ultimately, the success of a beer brand depends on producing a high-quality product and wrapping it up in compelling storytelling. The passion and vision of the founder remain crucial in guiding the business towards success.
Managing innovation as a separate entity
Allowing autonomy and maintaining unique cultures are crucial for successful innovation in larger businesses. The book "Innovator's Dilemma" by Clayton Christensen highlights that innovations in big companies often fail due to insufficient impact, leading to neglect. To avoid this, it's essential to manage innovation as a separate entity with distinct management and incentives. Moreover, the current business landscape emphasizes testing and learning with minimal viable products, which encourages innovation and experimentation. However, it's important to understand that what works for one brand or business may not be the same for another, and different stages in a company's life cycle require unique approaches. During MadFest last year, I emphasized the importance of trust in driving a culture revolution. To illustrate this, I asked the audience to hand their mobile phones to someone they didn't know, symbolizing a leap of faith and trust. This simple act demonstrated the significance of trust in fostering collaboration and innovation.
The Power of Company Culture in Marketing
Having a strong company culture can be a significant advantage for businesses looking to deliver creativity and ultimately, brand growth. This was a key topic that the speaker plans to discuss in a workshop at Madfest this year. They emphasized the importance of this concept, especially in the current marketing landscape, which has seen unprecedented change over the last few years. The speaker also touched on the idea that CMOs, as senior and often isolated positions, can benefit from opportunities to connect and learn from one another. They shared their experience of pushing through challenges during the pandemic and the importance of staying visible and active during difficult times. The theme of Madfest this year, "riding the storm," resonated with the speaker, as they reflected on the many changes marketers have faced and the need to adapt and respond.
Navigating the Challenges of Being a CMO
Becoming the most senior marketer in an organization can be a lonely and stressful experience. Marketers find themselves speaking a different language from their colleagues in other departments, and the role comes with unique pressures and ambiguous goals. Recognition and appreciation are essential, but often overlooked. The lack of a supportive network for CMOs is a missed opportunity. The recent trend of in-house marketing teams doing the work of creative and marketing agencies adds to the stress and anxiety for everyone involved. It's crucial to remember to take time for recognition and gratitude, even in the midst of a busy and demanding role. The importance of good decision-making and creativity in a healthy work environment cannot be overstated, especially when 30% of marketers report suffering from stress and anxiety.
Science and Art in Marketing
The marketing industry needs to prioritize both science and art to thrive. While science provides the foundation for effective planning, art is crucial for generating innovative and impactful solutions. Furthermore, taking care of one's mental and physical health is essential for success in marketing, as it allows for clear decision-making and optimal performance. A failure to acknowledge the importance of self-care can lead to compromised creativity and overall brand growth. Additionally, it's important to remember that failure is a learning opportunity and not a solitary experience. Instead of placing blame, teams should work together to address challenges and find solutions.
Learning from Failures
Failure is a natural part of growth and learning, but it's important to protect oneself from being broken by it. Our greatest successes often come after our greatest failures, as we gain valuable insights and self-understanding from those experiences. However, it's crucial not to let failure define us or make us believe we are incapable. Instead, we should view failures as opportunities to learn and grow. Additionally, as we advance in our careers, we may feel the pressure to know it all, but no one truly has it all figured out. It's essential to take a step back and view the ups and downs from a higher perspective. Furthermore, we should prioritize thinking about the future and planning for what's coming, rather than getting bogged down in the day-to-day. Finally, there's a lot of waste in businesses, and reducing that waste can lead to greater success. By focusing on what we can do to reduce time, people, and resource waste, we can make our businesses more efficient and effective.
Identifying and capitalizing on marginal gains
Learning from this episode of Unsensored CMO is the importance of identifying and capitalizing on marginal gains in business. These small improvements, when added together, can lead to significant benefits. Tom Goodwin shared his insights on this topic, explaining how even seemingly insignificant changes can make a difference. He also suggested that waste can be turned into marginal gains by identifying areas where resources are being underutilized and finding creative ways to repurpose them. Tom will be expanding on this idea at Madfest next week, so be sure to grab a ticket and attend his session for more valuable insights. In conclusion, the key takeaway is that every small improvement matters and can contribute to the overall success of a business.