In this episode of his podcast (Episode 207), Bob Cargill shares updates on his personal and professional life, discusses the upcoming Bob Cargill's Marketing Road Show, and explores the importance of authenticity, trust, and the human touch in marketing in the age of AI and social media.

Key Topics

The importance of authenticity and trust in marketing

The upcoming Bob Cargill's Marketing Road Show details and goals

The role of social media and personal branding in the post-trust era

Takeaways

Authenticity and human touch are critical in marketing today.

Building trust requires transparency, integrity, and genuine connection.

The upcoming marketing roadshow will focus on the theme 'The Business of Being Human.'

Main character syndrome encourages sharing your story to build your personal brand.

Technology and social media have expanded our definition of friendship and connection.

Sound Bites

"Show your human side in marketing"

"Make others feel like a rock star"

"You are a rock star"

In this engaging conversation, Bob Cargill speaks with Dr. Suela Papagelis about her educational journey, teaching philosophy, and the importance of creating a safe learning environment. They discuss the significance of competing with oneself, embracing change, and the role of technology and AI in education. Dr. Papagelis shares her insights on critical thinking, cultural awareness, and the importance of passion in career choices, ultimately emphasizing the need for personal growth and motivation in both teaching and learning. Sound bites

Sound Bites "Compete with yourself, not others." "Embrace change to avoid stagnation." "Mistakes are lessons, not failures."

Chapters

00:00 Introduction and Background 02:51 Educational Journey and Teaching Philosophy 05:52 Ambition and Work Ethic 08:42 Competing with Yourself 11:27 Creating a Safe Learning Environment 14:32 The Importance of Passion and Career Choices 17:50 Embracing Change and Overcoming Stagnation 20:31 The Role of Technology in Education 23:40 Critical Thinking and AI in Learning 26:40 Cultural Awareness and Teamwork 29:29 The Future of AI and Education 32:33 Final Thoughts and Consulting Business

In this episode of Bob Cargill's Marketing Show, Bob reflects on his journey in marketing and teaching, expresses gratitude for veterans, and emphasizes the importance of networking and personal branding in today's digital age. He discusses the role of AI in content creation, the significance of soft skills in the workplace, and shares insights from his experiences with the American Marketing Association Boston. Bob also touches on his passion for running and how it serves as a therapeutic outlet for him. The episode concludes with a call to action for listeners to connect with him and leverage their networks. Takeaways Bob expresses gratitude for veterans on Veterans Day. Teaching has become a significant part of Bob's career. Networking is crucial for professional success. Personal branding is essential in the digital age. AI can assist in content creation but should not replace personal touch. Running serves as a therapeutic outlet for Bob. Soft skills are increasingly important in the AI era. Bob encourages listeners to build their networks both online and offline. Creating content helps individuals stand out in a crowded market. Bob is available for mentorship and support. Chapters 00:00 Introduction and Gratitude for Veterans 03:08 Bob's Journey in Marketing and Teaching 05:57 The Importance of Networking and AMA Boston 09:12 Building a Personal Brand Online 11:59 The Role of AI in Content Creation 15:13 Running as a Personal Outlet 17:58 The Importance of Soft Skills in the AI Era 29:59 Conclusion and Call to Action

Conclusion

Bob Cargill's Marketing Show episode 205 offers a wealth of wisdom for anyone looking to enhance their marketing journey. From the significance of networking to the power of personal branding, Bob provides actionable insights rooted in his extensive experience. Remember, success is not just about what you know but also about who you know and how you present yourself to the world. Stay connected, keep creating, and embrace the challenges ahead.

• "We can help each other."
• "I love teaching."
• "We are who we are."

In this episode of Bob Cargill's Marketing Show, Episode 202, we delve into the fascinating intersection of magic and marketing with the talented magician and marketer, Michael Granoff.

Discover how magic tricks can inspire innovative marketing strategies and creative thinking.

Host, Bob Cargill, introduces the episode and his guest, Michael Granoff, a seasoned marketer and magician. Discussion on the importance of creativity and innovation in marketing.

Michael shares his career path from the printing industry to marketing. Insights into his transition from a family business to corporate marketing roles. Exploration of how magic tricks can inspire creative thinking in marketing.

Introduction to "Slight of Brand," a workshop that uses magic as a metaphor for marketing strategies.

Discussion on lateral thinking and its application in brainstorming sessions.

How magicians use divergent thinking to create impactful illusions.

Emphasis on maintaining creativity and strategy in the age of AI.

The importance of keeping the human touch in marketing processes.

The significance of networking in building a successful marketing career.

Michael's insights on personal branding and its impact on professional growth.

In this episode of "Bob Cargill's Marketing Show," Bob shares insights on various topics related to marketing, personal branding, and networking.

He begins by acknowledging the contributions of Emily Cocuzzo as the outgoing president of the American Marketing Association Boston chapter and welcomes Jeff DeSocio as the new president.

Bob discusses his passion for teaching, highlighting his work at Northeastern College of Professional Studies and his involvement in developing a new social media course.

He emphasizes the importance of creating content and being visible on social media to build trust and professional relationships.

Bob also shares his experiences speaking at conferences like DigiMarCon and his upcoming engagement at Bentley College, where he plans to inspire high school students about personal branding.

He reflects on his career journey, documented in his book "20 Jobs, 20 Lessons," and encourages others to embrace opportunities and network actively.

The episode includes practical advice on using social media effectively, such as taking selfies and sharing them to engage audiences.

Bob provides examples of successful branding and customer experiences from local businesses like Rustic Marlin and the W Hotel in Boston. He concludes by reiterating the secret to social media success: being conspicuous in your presence and consistently engaging with your audience.

• This is the 200th episode of Bob Cargill's marketing show.
• Social media is an extension of our lives.
• Everyone can be a publisher.
• A personal story isn't just about where you've been.
• Everybody is a personal brand.
• You never know how far you can go until you try.
• I love, love, love teaching.
• You need to partner with AI.
• Human qualities matter more than ever.
• Believe in yourself and feel like a rock star.

• "Social media is an extension of our lives."
• "Everyone can be a publisher."
• "Everybody is a personal brand."
• "I love, love, love teaching."
• "You need to partner with AI."
• "Human qualities matter more than ever."

A new fire chief just took the helm in town, and one of his top priorities is to strengthen the department's social media presence. Now that got my attention, not to mention my kudos and props.

And yes, if a fire chief understands the power of social media, why shouldn’t every business, brand, company and organization?

Why shouldn't everybody realize the importance of the connections that are waiting there to be made online?

People aren’t looking for the evening news or flipping through the paper anymore. They’re scrolling, clicking, sharing and engaging on LinkedIn, Facebook, Instagram, X and the like. That is where breaking news happens. That is where trust is built. That is how you stay connected with the people who matter most.

Social media isn’t optional in today's day and age, it’s essential. It's the next best thing to being there in person for communications and community. It’s your direct line to your friends and your family, the clients and customers, even complete strangers. It's where you'll find the bulk of your audience, no matter who they are, on a regular basis, where you'll find countless opportunities to inform, inspire, engage and enlighten them in real time.

So don't be out of sight and mind.

Take a page from this fire chief’s playbook - show up on social media and share your messages with the public.

Be conspicuous in your presence day in and day out where your communications can catch fire and spark action - if and when desired, necessary, etc. - among your constituents.

In a course I teach at Suffolk University in Boston, we recorded this podcast episode in the classroom recently.

It was a great experiential learning experience in marketing, social media, public speaking, personal branding and thought leadership.

Thanks to wicked smart, ridiculously awesome students, Syria Ricciu (Trustee Ambassador and President of Suffolk's Health and Careers Club), Michael Klier (VP of of Suffolk's Finance and Investing Club) and Zena Fitzgerald (CMO of Suffolk's Finance and Investing Club) for being my guests on the show. Rockstars, all.

Wicked smart. Ridiculously awesome. Rockstars.

That’s how I’d describe my inbound marketing students at Fisher College in Boston who joined me in the recording studio today. What an epic experience.

With Ryan Sheehan working the control room like a pro and Fadi Dhahib, Ethan Nguyen, Aswin Chummasorn, Kennie Herrera and Julian Lamparelli behind the mics with me - cameras rolling - we tackled everything in this podcast from social media to content marketing, customer journeys to personas.

And just when I thought it couldn’t get any better, these students shared their own personal stories and what they love so much about their educational experience here at Fisher.

And here’s the best part - their classmates were in the audience, live, cheering us on. The energy in the room was electric. Their support, their enthusiasm - it was everything.

I’ve gotta say… I was blown away. Their insights. Their energy. Their passion. These students get it. They’re not just the future of marketing, they're the future of business, they're the future, period. And they’re already making waves. I couldn’t be more proud of them.

Applause, applause. Yes, absolutely, rockstars, every single one of them.

I couldn't help but be incredibly intrigued by an ad on TV I saw recently that boldly declared, "The world revolves around you."

This ad caught my undivided attention because, growing up, when I was just a kid, I heard something very different: "The world doesn’t revolve around you."

Those words that I heard when I was knee high to a grasshopper left a mark - they made me feel small, unimportant, insignificant and disconnected.

But these words? This ad? It offers something powerful - a message that speaks to the heart. It reminds us that feeling valued can change everything in our lives. In marketing, in advertising, on social media, in life itself, the greatest gift you can give someone is the belief that they really matter, that they’re being seen and heard. When people feel that the world revolves around them - even for a split second - it lifts their spirits, it makes them smile, it gives them hope. It fills them with confidence, self-worth and the courage to take on life's many difficult challenges.

Making people feel good about themselves is not just good for business, it’s good for peace, love and understanding in all walks of our professional and personal lives.

So yes, the world revolves around you. It revolves around me. It revolves around each and every one of us.

When we share such a ridiculously awesome sentiment with others - and feel it in our own hearts and souls, too - we create a world where people are empowered, where we continue to lift each other higher, where we live, work and play happily ever after.

In this episode of my podcast, Bob Cargill's Marketing Show, I catch you up on some of what I've been doing the last few months, including teaching marketing at two universities in Boston, hosting the Bob Cargill's Marketing Road Show conference in Boston in early November, using AI (ElevenLabs) to record an audio version of my book, Twenty Jobs, Twenty Lessons - a Long, Strange Career in Marketing, from Junk Mail to Social Media and more. I also share a couple of good marketing-related stories, one about seeing this ridiculously awesome "selfie station" in front of a store, Rustic Marlin, at Faneuil Hall Marketplace, and another about an ad I heard recently that inspired me with the words, "The World Revolves Around You." 

In this episode of my podcast, Bob Cargill's Marketing Show, I ask a few of my students (Tommy, Evan and Mona) in the course I teach at Suffolk University - Business Foundations - about the importance of social media and what we've learned in class about AI this semester.  

In the latest episode of my podcast, Episode Number 192, I talk to Manisha Patro, a recent Pace University Pace University - Lubin School of Business graduate about what she took away from her attendance recently at Advertising Week New York 2024 #AWNewYork24.

She said she noticed that there was quite a bit of focus on marketing to Gen Z as well as the emergence and use of AI. 

We had a few really good laughs during our conversation, too.

Manisha is a wicked smart, ridiculously awesome marketing analytics and CRM professional at the beginning of her journey in the business world with an incredibly bright future ahead of her. 

Listen. Learn. Enjoy.

P.S. You can find and follow Manisha Patro on LinkedIn here... https://www.linkedin.com/in/manishapatro103/ 

If you're a business or brand, that's what you want to do on behalf of your customers and constituents, those who are so enamored with your products and services that they would love to capture their experiences with them on film.

So you do it for them.

Set up a selfie station. Install a camera. Make it easy for your fans to immortalize themselves in social media history.

They'll have the documentation of their time with you. You'll have the advertising and promotion.

You record it. They share it.

Whether we're talking about riding a roller coaster or dining out at a fine restaurant, attending a university or a conference, taking in the theater or a ballgame, going to the grocery store or the beach...wherever people congregate, whatever they like to do, in this day and age, if it's not on social media, it didn't really happen. Right?

So help make it really happen. Help people capture those really special moments and memories in their lives to share with the world on their social media feeds.

They'll thank you for it, even pay you for it. You'll get the word out about your business or brand to a much bigger audience.

It's user-generated content (UGC) for a win-win if ever there was one, only you gave your fans the idea, you did it for them.

Am I a bad person?

That's the question that Willem Dafoe, as narrator, asks in the great, new Nike ad entitled, "Winning Isn't for Everyone." Am I a bad person?

In this ad, he's asking that question on behalf of a team of superstar athletes, incredible, iconic personal brands in the world of sports like LeBron James, Serena Williams and others.

This is a great ad because of its storytelling and filmmaking, because it is both inspirational and motivational.

This ad is an example, if you ask me, of advertising without advertising, of commanding your attention before you even realize it's all about Nike, not the athletes.

"Winning Isn't for Everyone," of course, but it is for those who are willing and able to make that commitment to excellence.

And this ad is excellent. This ad is, yes, a winning ad.

In this episode of my podcast, Bob Cargill's Marketing Show, I talk about everything from the new Nike ad, "Winning Isn't For Everyone," to Noah Kahan's Fenway Park (Boston, MA) concerts being livestreamed by TourGigs, the end of my role as president of the American Marketing Association's Boston chapter to my plans for my own live, in-person marketing conference (thanks to Helen and Claudia) in the fall and much more. 

Do members of Gen Z have a split personality due to social media? I read something like that somewhere recently, that their personas on social media may not be an exact match of who they are in real life (IRL). They're only revealing a certain side of themselves there as opposed to their complete selves, which can cause them a great deal of stress. I would think that could be an issue for anyone of any age who spends a lot of time on Instagram, Facebook, X, LinkedIn, TikTok and the like. But it doesn't have to be that way. Your existence on social media should be an extension of who you are IRL. That's your true self, your whole self, your original self - within reason, of course. That's more authentic, transparent, credible and trustworthy, anyway. That's easier on everybody as well. Nobody has to pretend. Nobody has to pose. Others can get to know the real you whether you're online or off. You don't have to put on airs in any way, shape or form. You just have to keep it real.

In this episode of my podcast, Bob Cargill's Marketing Show (recorded live on Instagram), I talk about several different news stories having to do with marketing and social media and conclude with a pep talk to my audience about the importance of feeling like a rock star.

Social media is a level playing field on which anyone can win.

Sure, it helps if you're a big brand or celebrity, but theoretically, anyone can make a big splash here, there or anywhere else on social media and attract a large audience.

Share your journey and document your day. Take people behind the scenes. Take them along for the ride.

Believe that others are interested in what you have to say, what you have to show, what you have to share, etc. They really do want to see you and hear from you, day in and day out. That's human nature.

People are curious. People care more than you may realize about your daily routine, your highlights and milestones, your victories and defeats.

You are the star of your own show on social media.

Step into the spotlight. The floor is yours.

Rise to the occasion. Take advantage of the opportunity. Get after it now. #SocialMedia #Branding #PersonalBranding #Marketing

In this episode of my podcast, I talk to Emilee Cocuzzo, Service Delivery Lead at Valere, Adjunct Professor at Clark University and President-Elect at AMA Boston. She tell us about her career journey up to this point, what it's like to serve on the board of directors of the American Marketing Association's Boston chapter, what leadership looks like to her, what she honestly thinks about social media and much more. 

About Emilee Cocuzzo

Service Delivery Lead at Valere leading AI and digital transformation work and projects. Previously a senior consultant at Booz Allen working on cyber security, enterprise data management, IT and digital modernization, DE&I strategy, and financial management projects. Adjunct professor at Clark University teaching about entrepreneurship. President-Elect at AMA Boston. 

Brands and businesses, marketers and advertisers, how can your products and services bring people together?

That's the premise behind a ridiculously awesome ad I saw recently for Australian Lamb called the Generation Gap, "the impassable chasm that's divided Australia."

It's a very entertaining and enjoyable spot, if you ask me, fascinatingly and humorously alluding to all the obvious differences between generations except for the fact that they all like lamb.

It's a compelling and captivating short story with a very happy ending.

Apparently there's no difference of opinion about lamb.

As everybody comes together over lamb in this campaign, how can you follow the same recipe for success, illustrating that what you have to offer is universally, unanimously even, acclaimed?

A great way of getting the word out about what you have to offer your community is to have someone else do it for you.

That's one reason why it's so easy for celebrities to grow their personal brands. Everywhere they go, their pictures are taken and shared with the world. They have no privacy. And in most cases that's okay with them. That's life in the public eye. That's free publicity.

In rare instances, however - certain live performances such as the two I saw recently, by Dane Cook, the comedian, and Jethro Tull, the rock band - photographs and video recordings are forbidden. They don't like the distraction, for one thing. They also want complete control of their intellectual property.

Not to mention...they're so ridiculously successful, they can afford to take that position.

Most of us, though, not so much.

We don't want to be like them if we're in marketing, advertising and sales of any sort. We don't want to be like them if we want the opportunity to reach an exponentially larger audience. We don't want to be like them if we want our followers, friends and fans to spread the word about us to their own respective social media networks, making it possible for us to get in front of people we would never have the chance to connect with otherwise.

We want to increase our chances of going viral and extending the reach of the messages we share with our constituents and stakeholders.

If we care at all about personal branding, we don't just want to allow people to take pictures of us, we want to encourage it.

It's one thing to have the skills to navigate your way around the digital world, to utilize social media effectively behind the scenes.

It's another thing - and it's a big thing, too - to be able to be in front of the camera, behind the microphone, to be a content creator as a personal brand, either representing yourself as an individual or on behalf of your employer, a brand, business, etc.

That's a double threat.

Yes, if you can do both, if you can be both behind the scenes and in front of the camera, you would be considered a double threat, an invaluable asset to the organization for which you work.

So I encourage all my students, all my clients to have both the skills to manage social media, to leverage digital technologies behind the scenes, as well as the confidence and talent to put yourself in front of the camera and behind the microphone.

All that will make you especially invaluable during the course of your career as both a personal brand and employee. All that will be a win-win. #SocialMedia #PersonalBranding #Marketing #Success

In this episode of my podcast, Bob Cargill's Marketing Show, I talk about everything from the personal branding power of University of Colorado Boulder football coach Deion Sanders (also known as Coach Prime) to the great strategy and creativity behind Domino's recent Free Emergency Pizza campaign, from my work as a professor of marketing and social media to my role as president of the American Marketing Association's Boston chapter. 

In this episode of my podcast, Bob Cargill's Marketing Show, I take a few great questions from the wicked smart, ridiculously awesome students in the course on social media I teach at Northeastern University. We talk about how the emergence of AI (Artificial Intelligence) has changed how we create content today, how I personally am able to effectively consume a seemingly endless stream of online information and more. Listen. Enjoy. Thanks. 

In this episode of my podcast, Bob Cargill's Marketing Show, I talk about how much I enjoy my role as an adjunct professor at three outstanding universities in Boston this fall (2023), teaching marketing, social media and business. Need some insight and inspiration about personal branding, thought leadership and thriving, not just surviving in this digital era day and age? This episode's for you. Do you know what it means to reach for the brass ring? I also talk about what that has meant to my career so far - and what it can mean to yours. Who's with me? I hope you are. 

Deion Sanders.

Coach Prime.

Great football player and baseball player back in the day. And now he's a great head college football coach at the University of Colorado Boulder.

He's a great personal brand, too.

He's not afraid to speak freely and frequently. He's always in the headlines, always on social media, always in the news, always on our minds. And because he's such a strong personal brand, his words carry weight.

He has a huge impact on all of those around him.

Me, you, all of us can be like Coach Prime.

We just have to speak up, put ourselves in front of the camera, share our knowledge and expertise with our followers and fans, and be conspicuous in our presence whatever we do, wherever we go.

That's how to be like Deion Sanders.

That's how to have a winning personal brand.

In this episode of my podcast, Bob Cargill's Marketing Show, I talk about a number of timely, relevant topics and issues related to social media and marketing - from AMA Boston (https://www.amaboston.org/) to my book (Twenty Jobs, Twenty Lessons - a Long, Strange Journey in Marketing, from Junk Mail to Social Media), personal branding to marketing trends (for instance, pumpkin spice-flavored coffee in the fall here in New England) and more. Enjoy!

Many people, for personal and professional reasons, are afraid of letting go of the message on social media.

Yet ironically, if they shared what they had to say loosely and liberally on social media, chances are the message - THEIR message - would reach more people, people they might not have reached otherwise.

So letting go of the message can be a good thing on social media because you can let others respond to that message, interact with that message, help you spread that message further, faster to many more people.

You can be afraid of letting go of the message, but that means your message has very little impact if any at all.

On the other hand, if you let go of that message - by the way, a message just like this one of mine - on social media, you just may see exponential growth in terms of friendships, fans, connections and customers, whatever it is that you would like to have more of on social media.

All of that - and, yes, more - could be yours if you were just willing and able to let go of the message.

I saw Dennis Yu of BlitzMetrics speak recently at the DigiMarCon conference in Boston. He gave a ridiculously awesome presentation...during which he said something that meant so much to me that I shared it with my students in class and I talk about it in this episode of my podcast. And that was something like...your personal brand is a reflection of how you pick others up. So share other people's content, like their content, engage with their content. Give them props, kudos and congrats. The more you do that on social media, the more likely those people will be to reciprocate. It's such a positive reflection on you when you help others. And the likelihood is that over time, you'll earn their trust, respect and friendship. Mutually beneficial relationships will ensue.

In this episode of my podcast, Bob Cargill's Marketing Show, I talk about a number of timely, relevant topics and issues related to social media and marketing.

I talk about the new app, Threads, the fastest growing app in history, which I am not as enamored with - at least not yet - as you might imagine. I also address the fact that AI has taken the world by storm in the last few months, the importance of personal branding, the Franklin United Methodist Church's successful usage of social media and more.

In this episode of my podcast, I talk to Kimberley Ring about her very inspirational career journey from founding her own PR agency, Ring Communications, over 15 years ago to her unbridled passion for teaching today as a faculty member at Suffolk University. 

About Kimberley Ring Allen

In this episode of my podcast, I talk about a number of topics related to social media and marketing. Using the finish line of the Boston Marathon as an example, I point out the importance of creating social media places for your audience members to take pictures for sharing online. I compare using social media to speaking with a megaphone. Then there are the weather forecasts I see being recorded by TV meteorologists especially for social media, which I think is a great trend.

Thanks for tuning in to another informational and insightful episode of Bob Cargill's Marketing Show.  

People are always questioning the importance of having a personal brand.

Why do I have to be on social media on a regular basis?

Why do I have to share content about myself and what's going on in my my personal life and professional lives?

I don't want to be a public figure. I just want to keep things to myself.

Well, hey, that's okay.

That's your choice, that's your prerogative.

But if you're using social media and you'd like more attention for both personal and professional reasons, then share who you are, ALL of who you are, the best and the worst, the ups and the downs, the good and the bad (within reason, of course😊).

Because the more authentic, the more genuine, the more transparent you are, the more likely people will be to say, hey, I can relate. I like this individual. And over time, hey, I respect this individual. They're just like me. They're going through the same stuff.

And then over time, that affection, if you will, that affinity for you turns into respect and turns into - when it comes time, when the opportunity arises - it turns into business.

Yup, a win-win, mutually-beneficial relationship arises all because you decided to jump on social media and share all of who you are as an individual, personally and professionally.

That's the importance of being on social media day in and day out, of being conspicuous, ubiquitous in your presence on social media, of having a strong personal brand.

In this episode of my podcast, I talk about everything from an autobody shop in Florida to a dog walker in Boston, driving an ice cream a long time ago to running the Boston Marathon next month, attending church in my hometown to teaching college students in Boston. Listen in to a good half hour of stories, lessons, tips and updates. Enjoy.   

I was on the MBTA Commuter Rail Green Line recently heading home from work from Boston's Government Center station to Woodland in Newton.

I've taken this route home, this train, the MBTA's Green Line, a lot, but never had I heard the driver of the train announcing the stops the way this particular driver was announcing them.

She had a ridiculously awesome personality, a tone of voice that was making me feel like we were on a happy, celebratory tour of all the stops along the route of our luxury ride home, like those stops actually meant something to us as commuters about to call it a day.

She wasn't reciting those stops in a listless, monotone voice like it was just another part of her job. Quite the contrary. She was enthusiastic. She was passionate. She was really giving it her all.

She just had a positive, upbeat tone in her announcements that made me feel good about riding the T, that lifted my spirits after a long, hard day at work. And I told her so when I disembarked. And I tweeted about it. And now I've recorded a podcast episode about it.

What can other businesses and brands learn from the driver of that train that night?

Give your customers and clients an extraordinary experience, a pleasant surprise. Give them the experience of their lifetimes. When they're engaging in one way, shape or form with your products and services, give them your all.

You want to leave your constituents feeling good about themselves and their decision to engage with you, one way or another. The better they feel while they're engaging with whatever it is you have to offer them, the more likely they'll be to think highly of you, not to mention to spread the word about how favorably impressed they are with your products and services.

A little enthusiasm on the job can go a long way towards making it a pleasure, not a pain, for the members of your audience to do business with you.

In this episode of my podcast, I talk to Casey Mohan-Schulz, VP, Qualitative Insights & Strategy at CMB, a full-service custom market research and strategy firm in Boston, and President of AMA Sacramento Valley in California. 

About Casey Mohan

Casey leads CMB’s qualitative practice and brings over a decade of qualitative research experience to the CMB team. During her career she has overseen numerous initiatives for Fortune 1000 clients, delivering insights and strategic recommendations that help clients connect with their target audiences and understand business context in meaningful ways. Her experience includes designing and conducting research for global clients across a broad range of industries and among a diverse range of audiences in both B2B and consumer spaces. Well-versed across qualitative methodologies, Casey has successfully conducted and overseen traditional and online focus groups, 1:1, and ethnographies, online discussion boards, innovation and ideation, co-creation workshops, as well as led employee focused meeting facilitation and activation workshops to help companies communicate research insights across their organization.

Casey’s work spans a range of clients/industries: Northrup Grumman, Lockheed Martin, Fiserv, Bank of America, Schwab, TD Bank, GoDaddy, Clover, Meta, Google, Activision Blizzard, Microsoft, Disney, Dignity Health, Geisinger, MD Anderson, SC Johnson, Restaurant Brands International, Taco Bell, Enterprise and more. ​

In her free time, Casey volunteers with the American Marketing Association.  In 2021 she was nominated as a national Volunteer of the Year for her contributions to developing DEI educational resources for the organizations’ 1000+ professional chapter leaders, and her work co-authoring a national DEI framework and strategy. She has also led the Sacramento Chapter serving as Chapter President from 2019-2022. Casey also volunteers with local aviation related organizations throughout Sacramento including the California Capital Airshow, with her past volunteer work focusing on insights to support the International Council of Airshows.​

Casey graduated from California State University in Sacramento, earning a Bachelor’s Business Administration with concentrations in Marketing and International Business.

In this episode of my podcast, which celebrates its five-year anniversary next month, I talk about a number of topics. I start off by talking about how I'll be running the Boston Marathon again this year, the 15th time I have run this historic race for a charitable cause. I then share my feelings about how much I love teaching, something I've been doing a lot of at this new stage in my career, and being involved as a member of the leadership team - as president - of the American Marketing Association's Boston chapter. I talk about my new book, Twenty Jobs, Twenty Lessons - a Long, Strange Career in Marketing, from Junk Mail to Social Media. I go on about the importance of knowing how to use social media effectively in 2023 and beyond, finally finishing my monologue with my take on a great, new ad from The Boston Beer Company for its non-alcoholic beer, Samuel Adams Just the Haze. 

In this episode of my podcast, I talk to social media strategist, UGC (User-Generated Content) creator and public speaker, Kris Bryant https://crushitwithkris.com/, about personal branding, marketing, TikTok and much more. 

This time around, I talk to you about the importance of Lesson 12 in my new book, Twenty Jobs, Twenty Lessons - a Long, Strange Career in Marketing, from Junk Mail to Social Media, which is "Embrace Technology Now." Turn up the volume. And enjoy.

In these 30+ minutes or so, I talk about my teaching, a great presentation I saw by Google's Head of Industry, Don Batsford, recently at an event co-sponsored by Suffolk University and the American Marketing Association Boston, some good example of brands that have successfully "humanized" themselves and the need for all of us as human beings to be good to each other, among other things. Turn up the volume. And enjoy. 

All of the above is what Carhartt makes. All of it is very high quality and very popular.

Popular because it is so good-looking and long-lasting, but also because the brand itself is just so damn cool.

I mean, I feel like I'm always seeing the logo somewhere on what people are wearing, from complete strangers on the street to the college students I teach to my own two sons.

And now I'm proudly displaying it on a new hat I recently bought.

Now I'm one of the cool kids.

My point is this. Carhartt may say what they have to offer is for the tough and hard working among us, but I'm sure they know that their stuff is being bought for its looks as well by people from all walks of life.

I'm sure they've taken the pulse of their brand and audience enough times to know why they're so super successful.

To a great degree, their brand is not what they say it is, it's what those who are scooping it up left and right say it is. Right? I'm sure they know that, but what about you and every other brand out there?

How close are you to those who practically worship (hopefully) the products and services you have to offer Listen to your audience.

Observe how - and why - your brand is being consumed so much (or not) and take it from there. Don't ever lose touch with those on whom you depend.

My wife, Barbara, and I recently had lunch recently with my mom at the same Dairy Queen in Bellingham, Massachusetts that my family went to back in the day. Only now it is a Dairy Queen Grill & Chill, not just a place to get soft-serve ice cream, milk shakes and other frozen treats.

Talk about a big brand extension.

I mean, this company has been around since 1940 and has over 7,000 locations today.

When I was a kid, we'd get whatever we wanted for our birthdays. That was awesome.

This time around, we got whatever we wanted, too.🙂 And I thought it was great. And the service, too.

We got cheeseburgers. No ice cream. Times have changed. We went there for a meal, not dessert.

The consumer in me was certainly pleased.

The marketer in me observed how much this place has changed over the years, expanding and rebranding to become the perfect example of a successful brand extension.

Good for Dairy Queen. Good for their customers, too.

If you don't attract the attention of your audience in advertising and marketing, you won't have any customers and clients. It's that simple.

And in this day and age, it's more difficult than ever to stand out among the competition and clutter, to get people to notice what you have to offer them.

However, I couldn't help but notice a truck recently that was conspicuously parked in the huge, empty parking lot along Sudbury Street outside of Mill & Main, the old, historic mill complex in Maynard.

Bull Spit. That was the name on the truck. Bull Spit. Catchy name for a business. Right? Attention-getting to say the least.

Both the double entendre of the name of this brewing company and the fact that this truck was so strategically parked in that lot where you couldn't miss seeing it certainly captured my attention. I'm sure many others have noticed it as well.

Turns out that by no coincidence, of course, one of their locations is situated right there in the mill, so this truck serves as a convenient call to action, a reminder that they're there and open for business.

That's no bull. That's outstanding advertising and marketing.

What's your current situation?

That's a thing on social media...telling people where you are and what you are doing now. You may already know that and even do that in your personal life, share your current situation with those who follow you on social media.

But do you do that in your professional life?

Documenting your days in real time is an easy and effective way for brands, businesses and professionals to establish a strong, steady presence on social media.

It shows you care enough about your audience to share your life with them. It satisfies their curiosity. It deepens the relationship you already have with them. It leads to greater engagement and unlimited possibilities for bigger and better things between you and those who look up to you.

It's a win-win.

Keep those who follow you abreast of your whereabouts and goings-on. Share your current situation on social media as often as possible.

Kevin Cronin is the lead vocalist and front man for the ridiculously awesome rock band, REO Speedwagon. He's a great performer and a great guy. But that's not why I want to talk about him today. I want to talk about how great he is on social media.

Brands, businesses, professionals, people...everybody likes listening to Kevin and his legendary band perform, right? But not everybody knows how much they can learn from Kevin about how to use Facebook, Twitter and the like.

It was more than 40 years ago when I saw REO Speedwagon at the Boston Garden. They put on a spectacular live show then, as I am sure they still do today. Yes, they're still touring, and I would love to see them again in concert. But in the meantime, I enjoy following Kevin on Facebook where he is as much a star online as he is on stage, documenting where the band is on the road, what they're doing and how he's feeling.

That's how to do it on social media. Give people a look behind the scenes, an up-close and personal view of your life, both personally and professionally.

And yes, believe it or not, whether you're a rockstar like Kevin or not, people are interested in your everyday goings-on.

That's the lesson to be learned here. That's branding. That's marketing. That's the bonding that comes along with the fact that you're sharing what you're doing day in day out on social media with those who care so much about you.

In this episode of my podcast, I talk with Maria Antonia Silva and Morgan Hume about the making of my new book,  Twenty Jobs, Twenty Lessons - a Long, Strange Career in Marketing, from Junk Mail to Social Media.

Maria was the designer of the book and Morgan the editor. Both of them are recent graduates of Suffolk University in Boston, where I am an adjunct professor. I can't thank them enough for their skills, talent and support.

Wait! What? You're not using Twitter Spaces yet?

My students and I hosted a Twitter Space recently, and it was such a ridiculously awesome educational experience.

In hosting this Space - a discussion about what's new in social media - we built a community, we positioned ourselves as thought leaders and we learned a lot from those who partook in this public conversation online.

Hosting your own Twitter Space is a great way to engage with your audience and develop long-lasting, mutually beneficial relationships with like-minded professionals. See for yourself. Host one today.

In this episode of the podcast, Bob Cargill's Marketing Show, Bob talks to fellow American Marketing Association member (Melissa is from the Iowa chapter, Bob is from the AMA Boston chapter), Melissa Merrifield, about marketing, networking, empathy, authenticity and much more. 

About Melissa Merrifield (from Melissa's LinkedIn Profile)

My vision is to apply excellent leadership, communication, networking, and design talents in a professional team setting. To demonstrate an entrepreneurial spirit and execute creative ideas in a growing environment, becoming a strong company asset in the design and development of modern-day business and technology. • Over twenty two years of hands-on marketing management experience; versatile, results-oriented marketing professional, who knows how to manage a company's reputation as an asset • Designed all aspects of marketing pieces including branding, graphic design, and “content,” utilizing various forms of media • Successful track record for planning and executing publicity events for both private industry and non-profit organizations; recruited external service providers • Strengthened Cohesiveness and effectiveness of the sales force by coordinating and broadening the focus to customer centered philosophy and customer retention • Recruited, trained, and coached volunteers and employees, creating integrated teams with diverse personalities and approaches • Marketing expertise in concept development, negotiating with suppliers, new branch and new product launches, market segmentation, customer relationship management, budgeting, and forecasting • Project Management: proven record for successfully managing multiple projects from inception to completion Specialties: Graphic Design, Marketing Solutions, Online Marketing, Direct Mail, Branding, Marketing Communications, Event Planning, Fundraising, Marketing Strategies, New product development

There are four Ps of marketing...product, price, place and promotion. All are equally important.

When it comes to retail marketing, though, there are two additional Ps, presentation and personnel.

How you execute with regard to all these Ps can make a difference between success and failure for your brand or business.

Many retailers are struggling in this day and age. Are they focusing enough on the two additional Ps, areas where they could possibly establish a competitive advantage over the competition?

Amid COVID and a marketplace in which the only constant is change, nothing is easy today for brick-and-mortar stores.

That's one reason why we're seeing more and more empty store fronts on main street.

That's one reason why more and more retail is going etail.

Do you know the song, We Will Rock You, by Queen?

Of course, you know the song! It was written by Brian May for Queen's 1977 album, News of the World.

It was featured in a great scene in the movie, Bohemian Rhapsody.

It provided Queen with a ridiculously awesome opportunity to engage with their audience.

I used that song in my marketing class recently as an example of the importance of engaging with your audience as a brand or a business.

The more those on the receiving end of your messages are involved with what you have to offer, the more likely they will be to support you. Stomp, stomp, clap...

Stuck for content? Not sure what to put on social media?

Share what you're doing on the job.

Show off your knowledge and expertise.

Take pictures behind the scenes.

Record what you're working on with your colleagues.

Don't worry about it. Don't sweat it. Don't think that everything published on social media has to be created from scratch.

There are plenty of things you're doing on a regular basis already that you could be putting out there for public consumption.

In this episode of the podcast, Bob Cargill's Marketing Show, Bob talks to fellow American Marketing Association member (Richard is from the Southern Connecticut chapter, Bob from AMA Boston), Richard Conner, about marketing, personal branding, leadership, running and much more. 

About Richard Conner (from LinkedIn)

Global-minded Strategic Marketing Professional with 15 years of experience in B2B marketing for organizations, both domestic and international markets. I have a passion for innovative technology and developing new products that drive profitable growth. Proven success in brand and marketing strategy, market research and customer segmentation, new product commercialization, portfolio management and leading marketing teams. Experience includes developing customer-focused marketing campaigns, and educational events that drive awareness, generate new leads, and increase market share. Accomplished cross-functional leadership developing product roadmaps and marketing programs driving revenue growth and improve operating income.

Content marketing is only going to grow in importance.

Consumers want to hear from companies on a regular basis.

Not so much about what you have to sell to them, though.

No, they want to see what's going on behind the scenes. They want to get to know the softer side of businesses and brands. They want to get to know you as human beings.

So, use social media to put yourselves out there. Share as much content as possible about your corporate culture, your people, your products and services. Be conspicuous in your presence as often as possible both online and off. #ContentMarketing #SocialMedia #Marketing #Content

In a recent blog post, Mark Schaefer wrote about Five Things I Would Do Differently If I Were Starting Over, one of those things being to place "more intent on the personal brand."

That's saying a lot, coming from someone who has such an extraordinarily strong personal brand. Mark is renowned far and wide for his marketing expertise and knowledge, his teaching and public speaking, his books and blog.

If someone as conspicuous in their presence online as Mark is thinks he could place more emphasis on his personal brand, what about you and me?

That's saying all of us could benefit from even more personal branding.

Thanks, Mark, as always, for the words of wisdom.

In this episode of the podcast, Bob Cargill's Marketing Show, Bob talks to marketing professional and author, Pat Timmons, about his new book, Feel Something, about empathy in marketing and how understanding the feelings of your audience members can help you level up each phase of the buyer journey. 

About Patrick Timmons

Patrick Timmons is a “swiss-army knife” in marketing, with industry experience in tech, music business, advertising, and PR. His passion for marketing began at Emerson College, where he acquired a bachelor’s degree in marketing communications and entrepreneurial studies. He then studied at Berklee College of Music and received a master's degree in music business with a focus on independent musicians. While marketing is a strong passion for Patrick, so is getting to know people and understanding why people do what they do. Being immersed in social media marketing, Patrick noticed an urgent need for empathy. He then began his journey to understand and develop a new focus of marketing: Empathy Marketing.

In this episode of the podcast, Bob Cargill's Marketing Show, I have a conversation with the multi-talented, super successful entrepreneur, Morissa Schwartz. We talk about the different businesses she runs and how she uses social media so effectively to stay in front of her constituents. At one point during our chat, I praised Morissa for being so positive and nice to others, and she said she was asked recently about how she keeps up her productivity, and her answer was, "By staying positive and keeping an upbeat attitude." She said, "The byproduct of being positive is being more streamlined and things going more smoothly. She added, "Being nice to people, being positive...they're so rewarding in so many ways."  Thanks, Morissa! You're such a very positive role model for so many fans, followers and friends, as both a professional and human being. 

It used to be reading, writing and arithmetic. That's what was taught in grammar school.

I think it should now be reading, writing, arithmetic and social media.

I'm serious. Social media is how more and more people communicate in this day and age, especially young people.

If we teach students how to use social media at a young age, we will have much less of a computer illiteracy problem in the world and certainly far more instances of Facebook, Twitter, Instagram, YouTube and the like being used for good.

Unless you're a big brand or a celebrity, to be effective on social media means to put yourself out there.

That's the SOCIAL in social media.

You have to be willing and able to share content frequently that is educational, enlightening, entertaining even.

You have to show the personal side of what you do for a living, not just the professional side, giving people a look behind the scenes, helping those on the receiving end of your messages get to know you and your colleagues as fellow human beings.

The more your audience gets to know you on #SocialMedia, the more likely they'll be to do business with you when the opportunities arise.

If I were a business or a brand with the budget, I would hire people whose sole responsibility was to use social media on my behalf.

They would cover everything that's going on behind the scenes, sharing content day in and day out with our audience of fans, followers and friends.

The content they create and share would be educational, informative, insightful, supportive, inspirational, entertaining even.

They would be conspicuous in their presence, responsive and engaging, friendly and dependable. They would interact with those on the receiving end of our messages and learn from them.

They would be a better and more successful company in the long run because of this commitment to #SocialMedia.

Don't be like the tree that falls in the woods, yet it doesn't make a sound because nobody is around to hear it fall.

After all, you want to be heard - loud and clear - on social media.

You want to make some noise.

You want people around you to hear what you have to say. You want an audience.

What do you need to do to get social media to pay off for you?

Sorry to disappoint, but it doesn't really work that way. It's what you need to do to make sure that social media pays off for those on the receiving end of your messages.

If the content you have to share on LinkedIn, Twitter, Instagram, TikTok and the like is educational, entertaining, informative and insightful, your audience will reward you with their undivided attention and support.

So yeah, it's what you're going to do for social media, not the other way around.

Would you ever make a good product into a bad product? Why would you do such a thing?

Well, just ask New Belgium Brewing. They made Torched Earth ale, a bad-tasting beverage made with "smoke-tainted water," to make a statement about the climate change crisis. In the process, they got tons of PR and brought lots of attention to this important issue.

Brilliant, if you ask me. Simply brilliant.

Good for the people at New Belgium Brewing for taking such a strong stand as a brand.

How could your business or organization do something similar that results in such a win-win situation?

I am asked quite often about using social media for business.

Many brands try. Many brands fail. Many brands don't even give it a shot.

Using social media successfully as a business takes time, talent and tenacity, frankly. It's not easy.

You need to be ubiquitous, conspicuous in your presence on as many channels as possible. That's my opinion.

You need to share content frequently, not just every once in a while.

And that content you share needs to be of the highest quality. Mediocrity won't cut it.

Ubiquity. Frequency. Quality. That's how you market your business on social media.

Can you meet, if not exceed, your audience members’ needs, wants and demands?

That’s what it takes to be successful in marketing and sales.

That’s what it takes to be successful in business, period.

Preach like Chynna, Chynna Phillips Baldwin. Yes, she’s not just a super successful singer, she’s a huge hit on YouTube, too, with her ridiculously awesome series, California Preachin’. To say she’s carefree and extemporaneous in her DIY videos - sharing what’s on her mind about her religious faith, family life and more - would be an understatement, but that’s how you do it on social media.

Chynna is a perfect example of best practices in how to rock your personal or corporate brand, if you ask me.

Just be authentic. Just be transparent. Just be yourself.

In this episode of my podcast, Bob Cargill's Marketing Show, I talk to Brian Hurst, who is a colleague of mine on the volunteer social media team for AMA Boston. You can follow Brian on Twitter... here https://twitter.com/BrianHurst01

About Brian Hurst (from Brian's LinkedIn profile)... Experienced Customer Service Representative with a demonstrated history of working in the information technology and services industry. Strong support professional skilled in Customer Relations, Microsoft Office, Social Media.

The four Ps of marketing have been around for a long time, but they are as relevant today as ever.

The four Ps of marketing are product, price, place and promotion, otherwise known as the marketing mix.

Ideally, what you have to offer your customers and prospects has all of the four Ps going on, but yes, of course, sometimes your offerings are stronger in one or more of them.

In this case, I found a product that was super strong in all four areas, a six-pack of Summer | Limited Edition Polar Seltzer in Shaw's Supermarkets. I couldn't resist picking up not just one, but three of these six-packs - on sale - for 10 dollars.

What do you think? How can you make sure your own products and services have it all going on when it comes to the four Ps? #Marketing #Branding #Sales

Authenticity on social media is so very important.

If brands want to be successful on LinkedIn, Instagram, Twitter and the like, they need to show their human sides. They need to keep it real.

It's one thing to have great products and services to offer those on the receiving end of your marketing messages. It's another to have your audience trust you so much that they wouldn't think of buying from anyone else but you when it comes time to do business.

Make it easy on yourself on social media. Just be yourself.

P.S. Thanks to Pamela Bump for writing the ridiculously awesome post, "9 Social Media Trends Marketers Should Watch in 2021," on the HubSpot blog (https://www.startupjunkie.org/blog/2020/12/7/9-social-media-trends-marketers-should-watch-in-2021) that inspired this message of mine. 

Don’t fall behind. Jump on the social media bandwagon. It’s already a popular and prevalent communication channel, but it “will be the primary communication channel by 2024” if you agree with a prediction Brooke B. Sellas recently made on her agency’s, B Squared Media, blog here… https://bsquared.media/social-media-primary-communication-channel-2024/ 

That’s a bold prediction, but I couldn’t agree more with what Brooke has to say about social media.

LinkedIn, Twitter, Facebook, Instagram and the like are being used by more and more people from all walks of life for both personal and professional reasons.

If I were you, I would make sure I knew social media inside and out before it’s too late. #SocialMedia #Communication #Communications

In this episode of my podcast, episode 134, I talk to fellow adjunct professor and marketing professional, James Gardner, for over an hour.  While our conversation covered everything from marketing to social media, teaching to technology, healthcare and more, this is the quote of his I want to leave you with today because I think it is a such a great example of James' words of wisdom.

"I think the challenge for tomorrow's leaders is...keep the best of yesterday, but overlay it with the tools of tomorrow." ~ James A. Gardner

About James Gardner

James is a digital sales and marketing leader with 20 years of B2C and B2B experience. While his career’s roots are in consumer packaged goods and strategy consulting, James has held leadership roles with fast-moving tech startups, established Fortune 1000 leaders, and forward-leaning digital marketing agencies. James started his career with Procter & Gamble before earning his MBA at Northwestern University's Kellogg School of Management. Since then, he has served clients as a consultant with McKinsey & Company, led complex digital projects while agency-side, and built several high-performing marketing teams. James also teaches digital media at Northeastern University, is a contributing editor for MedTech Boston, and actively mentors startups from MassChallenge and the Harvard Innovation Lab.

I’ve always believed that every employee is a marketer to some extent, especially when it comes to using social media on behalf of his or her employer.

Employees need education and empowerment, of course, for which the company’s marketing team should be responsible.

But once they’re properly trained, they can help amplify their employer’s messaging, helping to get the word out to an exponentially larger audience.

This is collaboration. This is cooperation. This is a coordinated effort between every member of a team. This is any employee of any organization possibly making the difference between the success and failure of a campaign.

Does your organization have this every-employee-is-a-marketer mindset? Do you contribute to, support or lead your company’s marketing efforts?

P.S. Thanks to Norman Guadagno, CMO at Acoustic, by the way, for writing the article in ClickZ.com (which you can read here... https://www.clickz.com/marketing-is-every-employees-job-they-just-dont-always-know-it/265651/) that inspired this riff of mine.

In this episode of Bob Cargill's Marketing Show, Episode 131, I talk to Maura FitzGerald, Co-Founder and Partner at V2 Communications, a Boston-based public relations and digital communications firm. During our conversation, we touch upon the challenges that businesses have faced during the pandemic, the importance of a solid internal communications program, hiring practices, employee empowerment and much more. 

About Maura FitzGerald

Maura is one of Boston’s most seasoned public relations veterans. With decades of experience and not one, but two, high-growth PR agencies under her belt, Maura was the 2019 recipient of Boston PR Club’s John J. Molloy Crystal Bell Lifetime Achievement Award.

Over her career, Maura successfully founded and grew one of the premier U.S. brands in strategic technology communications, FitzGerald Communications. Under Maura’s direction, the agency immediately became one of the fastest-growing technology public relations firms, rapidly transitioning from regional boutique to respected national brand in less than three years. After successfully building FitzGerald Communications to five offices and nearly 200 PR professionals, Maura sold FitzGerald Communications to Omnicom Corp. in 2002.

A serial entrepreneur, Maura could not sit back when she witnessed a market opportunity evolving. With new technology innovations flooding the market as a result of digitization, Maura was poised to address the sophisticated communications challenges of these emerging companies. Together with Jean Serra, an experienced technology communications strategist and senior executive from FitzGerald Communications, she launched Version 2.0 Communications, now V2 Communications, in late 2006.

After her experience running FitzGerald, Maura wanted to establish a firm that is boutique by design. Since its inception, Maura has grown V2’s client roster to include several unicorns, disruptors and pioneers in the mobility, green technology, enterprise software and even nonprofit spaces. Today, V2 is recognized as a “Best Place to Work” in Boston and beyond. 

Maura brings her unique blend of communications strategy and business management to counsel CEOs and senior marketing leaders from some of technology’s most innovative market pioneers, including Sony, Motorola, Digital Equipment Corp., Compaq, Sapient, Peregrine and Manugistics. Working with these industry giants from their early days, Maura has designed programs to establish industry awareness, bolster credibility and position these organizations for future successful liquidity events.

She continues to bring this expertise and experience to V2’s clients through her direct management and mentoring of the agency’s leading account teams. 

In this episode of Bob Cargill's Marketing Show, episode 130, Wendy Pease and I talk about her new book, The Language of Global Marketing - Translate Your Domestic Strategies into International Sales and Profits. We talk about why companies would want to go global, how companies can go global, which companies have gone global successfully, which languages are most common around the world and much more. 

About Wendy Pease Wendy Pease lived in a small agriculture town in Taiwan when she was 8-9 years old.  From that experience, she learned what it's like to be different and not know the language. For the last 15 years, she's owned Rapport International, a foreign language services company that specializes in multilingual marketing, and translation.  Her passion is connecting people across languages and cultures for a peaceful and prosperous world.  Prior to this role, she served in Senior roles in marketing and business development.  She has an MBA from Dartmouth College and graduated in three years from Penn State in Foreign Service.  For fun she likes to swim, spend time in the woods and connect with her teenage sons.

Giving something away for free is a great way to get people’s attention. It’s one way to introduce what you have to offer to a new audience. When I had my own small business in the ‘90s, I gave away 50 half-pound bags of ground gourmet coffee to a list of prime prospects as a way of drawing interest in my marketing services. I told those on the receiving end of my outreach that “some opportunities aren’t meant for the back burner,” and this was one of them. This was their opportunity to get my very best work, as I had every intention of perking up their results. This campaign was a success in more ways than one, earning me plenty of publicity and some new business as well. Whether it’s a free trial of your products and services or a complimentary gift of any sort whatsoever, putting something for nothing into your audience’s hands is a great way to win their favor.

Marketing isn’t difficult if those on the receiving end of your messages know that you care about them. If those messages are cold, impersonal, calculated and repetitive, they will see right through you and ultimately ignore you. If you’re listening to them, engaging with them and supporting them, they will gravitate towards your brand and everything you have to offer. People do business with people.

Don’t automate everything you share on social media. Don’t be all business, either. Be all human. Share your feelings and opinions, not just news and information. Show what’s going on in your life and the lives of your colleagues, not just what you have to market and sell. Be there for your audience, those who are following you and supporting you. Give them as much attention as they give you, even more. Listen to them and engage with them. Praise them and thank them. Help them as much as possible. Don’t overlook the importance of the social in social media.

Back in the day, early in my career, I learned the importance of involving my audience as a marketer. I worked at Meredith Corporation in Des Moines, Iowa. As a copywriter, my job was to write direct mail packages on behalf of the company's roster of magazines, convincing those on the receiving end to subscribe to them. One technique we used was to encourage recipients to move a sticker or token from one side of the order card to the other before returning it for a free trial issue of the magazine. The idea was to get them involved, to overcome inertia, to trigger a favorable action on their part. That was 1985. This is 2021. Yet the same principle still holds true in marketing today. Whether you're using direct mail or social media, print or digital, if you involve your audience as a marketing professional, chances are they'll respond more favorably to what you have to offer.

Marketers, advertisers, brands, businesses...it's not just about the products or services you have to offer your audience, it's about the emotional connection you have with them. Kudos, props and congrats to Anheuser-Busch for reinforcing this very important point in their ridiculously awesome ad for simply getting together over a beer.

In this episode of Bob Cargill's Marketing Show, episode 124, Bob talks to Katie Burkhart about purpose-driven branding, marketing, social media and much more. 

About Katie Burkhart

Katie Burkhart is a builder, founder, and communicator. Defining matter as equal parts strategic and positively impactful, Katie started by founding Matter 7, a firm that builds purpose-driven brands. She’s also the founder of MatterPulse, which enables ambitious teams to run and grow against the double bottom line.

Katie delivers critical focus while distilling the big picture into pointed actions. She's the author of MatterLogic and has been published in The Startup, UX Collective, and Boston Content.

Follow her on LinkedIn at www.linkedin.com/in/katharineburkhart and subscribe to her newsletter at www.katieburkhart.me/newsletter.

In this episode of my podcast, episode 123, I talk to Angela Pitter about marketing, social media and more.

About Angela Pitter

Angela Pitter is Founder and CEO at LiveWire Collaborative, a digital marketing consultancy. LiveWire Collaborative helps business owners and executives to tap into digital marketing solutions that unleash their brand’s full potential and to use social media to connect, collaborate, and convert their target communities. Angela is a highly sought-after speaker who was previously featured on the TV series Chronicle, WCVB, and has personally trained thousands of CEOs, business owners, and consultants worldwide on their signature LinkedIn Influencer system. She is a certified Project Management Professional (PMP) and holds both her M.S. in Administration and B.S. in Computer Engineering from Boston University. Angela currently serves on the Board of Directors for the Newton Needham Regional Chamber of Commerce. Follow her on Twitter: @angelapitter and visit website www.livewirecollaborative.com

In this episode, I talk to Strategy Consultant, Purpose Marketing Strategist and Digital and Customer Experience Advisor, Helen Pinchanski, about marketing and social media during the pandemic and beyond. Helen is a fellow member of the board of directors of AMA Boston, a marketing industry colleague and a good friend. She is a wealth of knowledge when it comes to her areas of expertise and a great conversationalist, as you will hear. Listen and enjoy. 

About Helen Pinchanski (From Her LinkedIn Profile)

Experienced Strategy Consultant with a demonstrated history of working in the information technology and services, retail and consumer/business products industries. Skilled in Strategy, Purpose Marketing, Analytical Skills, Management, Start-ups, Leadership, and Entrepreneurship. Strong consulting professional and advisor with a Master of Liberal Arts, Marketing Management focused in Branding, Social Media and Customer Experience from Harvard University.

Nobody trusts anybody anymore. At least that's how it seems.

I recently read a ridiculously awesome article on Heidi Cohen's blog about five marketing trends https://heidicohen.com/marketing-trends/​, one of which had to do with the erosion of public trust.

Unfortunately, this lack of trust can have a negative impact on the success of your marketing and sales efforts. The less people trust, the less likely they are to support brands and businesses unless they're already loyal customers.

That's where social media can help. Social media makes it possible for you to build mutually beneficial relationships with those on the receiving end of your messages.

Social media gives you the opportunity to show that you have a personality, not just a pulse.

The more people learn about you on social media, the more likely they'll be to trust you. #SocialMedia​ #Marketing​ #Branding

Incessant creating. Incessant sharing. Incessant listening. Being incessant in everything you do on social media is one of the keys to success there.

In the documentary, “ZZ TOP: That Little Ol’ Band from Texas,” the band’s lead singer and guitarist, Billy Gibbons, talks about the “incessant touring” they did in the early stages of their career and how that helped them become so popular. The rest of their story, of course, is history, as they went on to become iconic, international superstars on the music scene.

As it was for these ridiculously awesome rock musicians, it is for you, me and anyone else who wants to perform successfully on social media. We have to be incessant. #SocialMedia​ #Marketing​ #Branding​ #ZZTop

Chris Brogan is on to something.

In an article he recently published on LinkedIn (https://www.linkedin.com/pulse/why-im-changing-my-title-showrunner-2021-chris-brogan/), he said he was going to be changing his title to “Showrunner” and that he would be helping companies turn their business into a show.

Chris is perfectly suited to do just that for his clients. He's a master communicator, whether he's hosting his daily video show, The Backpack Show, keynoting a conference or writing a blog post. Imagine what he can do for your digital brand if he does just a little of what he does for himself and others already.

I concur with Chris completely.

With the emergence of #SocialMedia years ago, we said that every brand was a publisher. I say that they’re now broadcasters, too.

Whether we’re talking about independent consultants and contractors or big and small companies, creating a variety of content on a regular basis and sharing it publicly is the way to go in the new year ahead.

Every business should be employing people who are capable of communicating compellingly in front of a camera, behind a microphone and in writing.

To stand out among the clutter and compete successfully against the competition, every brand should be putting on a show in 2021.

In this episode, I talk to Karen McFarlane, founder and CMO of Kaye Media Partners and President of AMA New York - the American Marketing Association's New York chapter - about marketing, advertising and social media, specifically TikTok. We also have a great conversation about social justice and the importance of Diversity, Equity and Inclusion (DEI) in the workplace. 

About Karen McFarlane With over 25 years of marketing experience, Karen brings a wealth of knowledge in strategy, revenue generation, branding, and digital marketing to organizations that want to map creativity and ingenuity to audiences that value their products or services. She help start-ups, SMBs, and enterprises generate the demand they need to grow. This includes jumpstarting the marketing function, building and training teams, and managing key marketing initiatives. From marketing strategy to marketing automation to the creation of high-impact digital content that converts, businesses rely on her expertise for strategic direction, fractional marketing, and targeted projects that are measurable, effective, and memorable.

In this episode of my marketing show, I don’t talk about marketing at all.

Instead, I talk about overcoming challenges and coping with crises with a friend of mine from Franklin, the town in which I grew up, Debbie Bean.

Debbie, 66, has experienced more than her fair share of health issues, the most severe being the loss of her hands and feet due to a very serious case of streptococcemia she suffered in late 2006. She was so sick at the time that the doctors were telling her family to say goodbye to her because she was not going to make it.

Says Debbie now about that incident, “It changed my entire world. Instead of being so darned independent, I found myself dependent on everyone for everything. But every day thereafter, I’ve tried teaching myself how to do what I need done. I try to reinvent the wheel to make things work for me.”

Not only did Debbie survive that terrible scare, though, she also has beaten cancer and undergone a handful of other successful surgeries. And as if all that weren’t enough, both of Debbie’s parents’ lives were cut short tragically, her mother’s due to cancer and her father’s as a result of an auto accident.

Today, Debbie works as an administrative assistant, attends the Franklin United Methodist Church on Sundays and drives herself around town, enjoying life as a single mother of two daughters and a grandmother of four.

Her attitude is as positive and optimistic as anybody’s you’ll ever know, which makes you feel good all over just being around her. She says she can either laugh or cry, and she chooses to laugh. I say I’m sure you’ll love listening to our conversation as much as I loved having it. Get ready to be inspired and impressed by Debbie Bean.

Bio: Chris Russo is a brand strategist, content creator, and partnership builder. As principal of Russo Strategic Partners, Chris specializes in helping brands elevate their online presence through engaging content, unique virtual events, and strategic partnerships. You can find Chris on LinkedIn or on his website: russostrategicpartners.com.

About Amanda Baier Amanda Baier is the Director of Marketing Communications for Vecna Robotics. She is responsible for corporate communications, including the internal communications, sales support, and the planning and execution of strategic industry-facing initiatives. She has previously held roles within small IT and automation startups and nonprofit organizations and thrives at the intersection of business impact and humanistic outcomes. Amanda holds a dual degree in English and Comparative Literature with a Specialization in Technical Communications and Business Writing from the University of Massachusetts, Amherst.

Amanda Baier on LinkedIn: https://www.linkedin.com/in/amanda-baier-b236417/

Vecna Robotics (Vecnarobotics.com) on LinkedIn: https://www.linkedin.com/company/11250876/admin/

In this episode, I talk to Robert Lee, videographer, and Matt Haas, YouTube expert, about their weekly livestreaming show, #VerboseWednesdays. We also address a number of topics and issues related to marketing, social media and much more. 

About Robert Lee 

Prior to founding ShaLaLaLa, I've spent over 20+ years of experience in direct marketing for businesses, especially medical manufacture, food and the entertainment industry. My marketing background and creativity offers me a unique perspective and approach to shoots where I had produced a music documentary that has aired on several public access channels across Massachusetts and our company won Online video awards with NEDMA. I'm fortunate that the projects have given me the opportunity to work with a diverse range of talent including Edward James Olmos, Kevin Eastman (Teenage Mutant Ninja Turtle creator), Paul Michael Glaser, Chris Trapper, Noam Chomsky, and Bianca de la Garza. I have had the pleasure to be featured on ProductionHUB, AMA Boston's Talking Marketing Podcast, Live Streaming Pros, The Mobius Video Podcast and UR Business Network Podcast Program. When I'm not working on a shoot, you can easily find me passionately giving talks about video marketing or production in formal and informal settings. A firm believer in an INCLUSIVE approach, pre-production, and that the key things for your videos are knowing your audience, knowing your goals, purposes and more importantly your message.

About Matt Haas

Matt Haas is a self-proclaimed geek and a YouTube expert that can show you know to grow an audience. Matt created the "Be Awesome on YouTube" course where 32 lesions are 100% free at AllThingsYouTube.com. This course was created because Matt knows it's possible to reach a worldwide audience with consumer-level gear, passion, and great on-camera presence. Most importantly, you don't need anyone's permission! Matt streams weekly at 7pm Eastern where he shares his knowledge and answers YouTube questions from the audience.

When you put on a special event, encourage everybody involved to talk about it on #SocialMedia, especially the members of your audience.

Ask them to share content about your event before, during and after it, amplifying the reach of whatever you have to say or do to an exponentially larger number of people. It’s good for you.

Not only are you getting implied endorsements from a legion of fans, you’re getting in front of spectators, viewers and listeners who might otherwise have never discovered you. It’s good for them, too.

Yes, according to an article I read recently on the American Marketing Association’s website (“Consumers Enjoy Events More When Commenting on Them” by Gabriela N. Tonietto and Alixandra Barasch, September 23, 2020 https://www.ama.org/2020/09/23/consumers-enjoy-events-more-when-commenting-on-them/), creating content about an experience unfolding in front of them actually increases audience engagement and enjoyment. It’s a win-win.

So don’t tell your audience to put down their phones. Rally them to use their phones, laptops and electronic devices to promote your event to their own respective circles.

Activate your audience to spread the word on your behalf on social media. 

In this episode, I talk to Inbound Consultant and Comic, Caroline Cooke, about her experiences in marketing, social media, comedy and more. 

About Caroline Cooke (from her LinkedIn profile)...

I'm a strategic consultant and standup comic helping HubSpot customers to Grow Better. As a storyteller, I craft creative messaging to empathetically connect with audiences through copy that's as compelling as it is clever. Professional Meets Playful. 

Look what McDonald's is doing with the ridiculously awesome hip hop artist, Travis Scott.

He’s sold millions of records. They’ve sold billions of burgers.

Now they’ve come up with a win-win collaboration.

They’ve gotten together to sell The Travis Scott Meal.

Because it’s available for a limited time only, there’s a sense of urgency to take advantage of this offer.

Joining forces like this also increase the likelihood that a much larger audience will take an interest.

A quarter pounder with bacon and cheese, fries and a Sprite, all with Travis Scott’s name on it?

What’s not to like?

Naming the meal after Travis makes it a more meaningful purchase, too. It’s associated with his brand. It’s not just a delicious bite to eat. It’s a great collector’s item.

You don’t have to sell burgers to try a limited-time collab like this this. Who can you get together with to increase your popularity and sales? #Marketing #Advertising #Branding #McDonalds #TravisScott

In this episode, I talk to Jessie Coan Marketing's Jessie Coan  about marketing, social media, how business has changed during this pandemic and a whole lot more. Listen. Watch. Enjoy.  

About Jessie Coan (from her LinkedIn profile)...

I am a strategic marketer who turns strategy into action. Nothing frustrates me more than having someone build a killer strategy and then you have no idea how to execute on it. That's the opposite of what I do. When people describe me, they say over and over "Jessie gets things done. She's a problem solver, no fear, figure it out marketer." My marketing super power is I turn problems (IE not enough content, campaigns that aren't working, challenges with personalities on teams, failing go-to-market plans) into successes. Over the past 15 years, I have had the privilege of supporting B2B organizations by building brands, developing innovative marketing strategies, and managing fully integrated marketing campaigns that generate profitable revenue. My success is attributed to partnering with cross-functional teams by developing targeted customer acquisition plans that result in the achievement of sales goals and increased customer awareness. I am passionate about building and leading high-performing marketing teams across strategy design, creative, digital, web, content, analytics/research, and communications. When I’m not marketing, I’m spending time with my favorite girl, Nellie (you can find her on Instagram), or cooking up something tasty in the kitchen. I also love really bad movies and dad jokes. I went to Skidmore College and have a BS in Studio art. A masters from Emerson College in Integrated Marketing Communications. 

Free pizza for a year. Sounds good to me. What about you?

Free pizza for a year. That’s the grand prize in the Domino’s Homemade Film Festival contest.

To enter, all you need to do is submit a video of 60 seconds or less by August 21 at 3 PM ET at https://www.dominosfilmfest.com/

Between September 7-11, people can vote for their favorite homemade films about Domino's, and on September 18, the winners will be announced with $1,560 in Domino’s gift cards going to the grand prize winner, $500 in gift cards to the second place winner and $200 in gift cards to the third place winner.

What a great idea! What a great contest!

It's a win-win campaign if ever there was one.

Domino’s is getting its fans to create their own User-Generated-Content (UGC) on behalf of the brand. And its audience is getting a chance to win free pizza.

I also applaud Domino’s for launching this contest during the pandemic. People have a little more time on their hands lately and are more inclined to enter such a contest as well as order pizza instead of going out to dinner or cooking themselves. Brands, businesses, marketers and advertisers can learn a lot from this ridiculously awesome case study.

How can YOU do something similar to help promote your own products and services? #Marketing #Branding #Dominos