Marketing On Purpose

Time Codes:

0:00 - Intro

1:31 - Kara’s Origin Story and her indomitable spirit

5:00 - Why Kara wrote her book, “Undaunted”

6:34 - How COVID has impacted Hint Water

20:12 - How purpose and happiness are contributing to the “great resignation”

25:27 - Advice for people trying to build their brands today

31:32 - How Hint Water became the water in the Google offices, Costco, Walmart and beyond

39:23 - Closing remarks from Kara

The Canary Islands, Netherlands, Thailand, Norway

Norway: Hardrock Cafe ----- Color line (Ferry)

Nordic Choice Hotels: Director of Profit Cluster finding the right price at the right time for the right people.

“Pre-Corona, historic data, a huge amount of data, was key to success to predict future travel patterns and price accordingly. At the moment, everything is useless.”

According to the World Tourism Organisation, international arrivals dropped by 74% during 2020. 

Safety and flexibility are going to be the prerequisite in this industry… and you’re gonna have advanced contactless room controls, robotic servers, pop-up dining areas.”

Hospitality and Finance

Airlines using crowdsourcing to ask customers how much they want to pay for their flights.

Asian markets as an early indicator that the crisis was going to impact dramatically. (-50-60% travel to Asian countries was already being predicted in Feb. 2020)

Pivot and focus on in-country travelers.

2009 financial crisis only saw a reduction of international arrivals of 4%. It took the industry 4-5 years to achieve price level recovery. It also was followed by the rise of websites like Expedia and booking.com, which now lead the industry. Aigner believes that this crisis will likely give rise to something new as well.

Inter-Nordic travelers make up the largest portion of hotel stays in the Nordic countries. This means that they will likely see their market recover faster than markets that rely heavily on international travelers such as France.

The main focus is now on health and wellness of guests and making them feel safe when being in the hotel.

The smaller you are, the tougher it is at the moment...especially as many of these had a very exposed financial situation before the pandemic and are now having to invest even more to comply with new regulations and attract back guests.

The key to surviving is “finding your niche and attracting the right customers” it doesn’t matter the size of your business.

We’ve seen the emergence of boutique hotels and larger chains creating smaller boutique brands to cater to audiences and offer more variety. Small details that make the experience unique and authentic are what allow smaller hotels to charge more.

While it may be popular at the moment, the trend of hotel advertising targeting multi-generational families vacationing together is not a trend that Aigner sees carrying on into the future.

Sustainability: increase in use in more sustainable forms of travel (trains) or decrease in overall business travel. Banning of as much disposable plastic as possible. Other measures being taken to reduce the overall carbon footprint.

1:56  - What he likes about all the different regions he works in

8:04 - Stephan’s move to Norway and his work with Nordic Choice Hotels

14:43 - How Nordic Choice Hotels reacted to the arrival of the pandemic and COVID’s impact on the travel and hospitality industry

29:48 - A hotel customer’s journey

46:03 - Sustainability

50:41 - Wrap Up

With the evolving digital market space, it is vital for marketers to employ storytelling that displays consistency and considers a consumer-driven brand experience. Christopher Wallace, President, and Co-Founder of InnerView provide an in-depth explanation on developing a brand champion through an omnichannel approach.

With 20 years of experience in brand marketing and consumer experience, Christopher and his team at InnerView have developed the proprietary “Brand Transfer Score” to help marketers gain detailed insights on their brand message and how it reflects on their employees' collaboration. InnerView, the marketing consulting firm has a global reach and aims to drive better sales conversion and enhance user retention.

Christopher Wallace LinkedIn

Home Page - https://innerviewgroup.com/

BTS Page - http://brandtransferscore.com/

Diana Finnly

#HBS

Time Codes

1:25  - Insights in university life during COVID-19

3:24 - Innerview Group Team & Branding Process

8:32 - What is the Brand Transfer Score?

9:47 - Innerview’s Consumer-driven brand experience

11:08 - Brand dilution and brand champions

12:50 - Brand storytelling & consistency; a Marketing Consultant’s take

15:51 - Shifts in buying decision & sales trajectory during COVID-19

18:08 - How leadership can drive e-commerce trends through an omnichannel vision.

How can you expand and level-up your business? Entrepreneurs at some point need to expand on a global scale and this is exactly what Milos Perovic has done. Starting out in the Balkan region, Milos Perovic has taken his entrepreneurial family business from start-up to an international business. In this podcast, Perovic discusses how he overcame the obstacles many entrepreneurs face, how he adapted to multiple international markets, and what’s next for the family business.

Milos Perovic is the COO of Termovent, a family-owned business specializing in HVAC and engineering has evolved into one of the most successful businesses in the Eastern European market. With his family, Perovic is now expanding the company into the international market, as well as new products including cleanroom technologies.

Maegan Lujan is a personal brand strategist and Director of Solutions and Services Marketing at Toshiba. Her journey speaks about her tenacity; transitioning from a high-risk foster system to leveraging her leadership in a Fortune 500 company. Maegan has been recognized as a 2019 Woman of Influence and Young Influencer by The Cannata Report, and a 2020 Women in Business Award from The Orange County Business Journal. Her core strengths include Portfolio Marketing, Go-to-Market Strategy, Alliance Management, and more while her personal brand specializes in authentic and purposeful storytelling as a thought leader.

Maegan’s book “A Million Little Clicks” is a step-by-step interactive guide that equips you with tips, tools, and exercises to build a digital community through leveraging one's mission into a brand.

Book: To Pre-Order

Social: LinkedIn | Website

Time Codes

0:00 - Maegan’s backstory

6:06 - Maegan’s personal brand

15:47 - Overcoming imposter syndrome and advice for the younger generation

28:56 - How the workplace has changed as a result of COVID and where can businesses level up

39:30 - The future of digital marketing

A few years ago, Western Union hosted a global yo-yo event and invited Sean Perez as one of their players. Now, he’s a successful influencer in the yo-yo sphere, coming originally from difficult economic circumstances. Perez discusses how he started his yo-yo career, what it was like touring with Western Union, and how yo-yoing has helped to manage his ADHD. Perez gives hope to youth around the world struggling to make a better life for themselves.

Sean Perez is an eight-time yo-yo champion and influencer. Originally from the Philippines, he now lives in the United States and works with global powerhouse Duncan Toys. He is also passionate about helping others living with ADHD.

• Time codes

0:47 - Sean’s background and an overview of yoyoing

9:28 - The economics of yoyo

15:10 - Living with ADHD

19:36 - Sean’s work as a brand ambassador for Western Union and his work with Disney (around 24 mins)

31:50 - Sean’s family and why he still supports them back home

34:19 - A conversation around content creation and mental health

Why are there still so few Black professionals in top positions? What are the obstacles and how can they be overcome? Tony Effik, Managing Director at Google, shares his insights on how to get Black talent to the top, his view on the voice of brands in racial equity, and what trends to expect in media planning and digital advertising. Effik is also the Co-founder of Black and Brilliant, an advocacy network aimed at creating more diverse workforces in partnership with his wife - Perky Noah-Effik.

Tony Effik is Managing Director at Google and the Founder of the advocacy network Black and Brilliant. He is also an Adjunct Assistant Professor at Columbia University's School of Industrial Engineering and Operational Research. Born in Nigeria and raised in the UK, Effik has worked across Europe, Asia, and the US, and is widely recognized for his global perspective on workforce diversity.

#BlackandBrilliant

blackandbrilliant.org

linkedin.com/in/tonyeffik

TIME CODES

1:07 - Tony’s background

3:26 - Tony’s work with his initiative ‘Black and Brilliant’ and why we’re not seeing more diversity in the workplace

23:25 - Is equal opportunity enough or do we need to start giving more opportunity to people that did not have in the past?

32:18 - Are we seeing brands run anti-racist campaigns or is it still just “blackwashing”

35:30 - How Tony’s experience has differed from London to Brooklyn

41:56 - Trends Tony is seeing right now and rapid fire questions

What does it take to market successfully to a niche audience? Bryan Jardin, Marketing Manager for Duncan Toys knows that a product thrives in a tight-knit community. Jardin discusses how building a community around your product will boost sales and customer engagement.

Bryan Jardin is the Marketing Manager at Duncan Toys, a world-famous yo-yo company. Jardin is himself a 7x free-hand national yo-yo champion from the Philippines and has many years of in-depth experience when it comes to marketing in a niche community.

TIME CODES

0:15 - A look at Bryan’s background

11:18 - Yoyo marketing and adapting to COVID

20:49 - The size of the yoyo marketing and how to grow the sport of yoyoing

28:15 - Bryan’s seven national titles, how that impacts their marketing with Duncan and his relationship with friend and 8xnational champion Sean Perez

31:04 - How Duncan is getting involved in sustainability

38:43 - The diversity and inclusivity in the yoyoing community

https://www.yo-yo.com/Bryan-Jardin

https://www.linkedin.com/in/bryanjardin/

https://www.instagram.com/bryanjardin

https://www.rdb.agency

https://www.linkedin.com/company/18434861

https://twitter.com/sirmfd

https://www.linkedin.com/in/michaelefenech/

The process of attracting, hiring, and retaining talent is going in a radically different direction. Our guest today, Ulrich Puntigam, is a business consultant and the Founder of Conout, a company that assists businesses with organizational and team development. Puntigam shares with us all the top employer branding trends of 2021, plus how you can take steps towards making your employer branding more purpose-driven to reach star Millennial talent.

Ulrich Puntigam is a business consultant and Founder of Conout, a company that helps with organizational and team development. He is an expert in bringing teams closer together and helping businesses to define and achieve their goals.

How can impact investing help your business? Alessandra Sollberger is an entrepreneur and investor dedicated to making an impact on a global scale. Sollberger shares how impact investing works, the latest stock market trends, and how your brand can make a positive impact in the world.

Alessandra Sollberger is an entrepreneur, investor, and active board member of several companies. She is an expert in the blockchain and biotech sectors and is the founder of her own company Top Tier Impact.