newsletter: lessons in marketing strategy: a discussion with “eat your beets” authors | video
November 19, 2024
In this webinar, we were privileged to host four of the authors from Eat Your Beets. The book, an APG Canada initiative, is a collection of essays by Canada’s leading thinkers in brand, media, and strategy.
Some highlights:
Jack Dayan, Founding Partner & CSO at Full Punch, says we are “dying a slow death at the mercy of Big Data and granular analytics.” Find out what he means when he says that marketers need to Stand for Something, Lose the Brief, and Own the Research to be effective.
Sammy Rafai, CSO at Initiative, warns that “our fixation on performance has led to an obsession with algorithmic short-term tactics that fuel platforms that distract, manipulate, and divide” … along with an increase in boring ads. Quoting David Ogilvy, Sammy reminds us that “you need to entertain, to gain” to stand out as an advertiser. Watch for Sammy’s advice on building brand fame and delivering customer flow.
There’s a lot of talk in the industry about data-driven targeting vs. broad reach. The good news from Stephanie Freeman, Group Strategy Director (formally at Initiative), is that with a B-A-D audience framework, marketers don’t need to struggle between choosing “data” and “everyone.” The B-A-D audience framework provides marketers with a balanced approach: Buyers who are in the market now; All in the category – those who may buy in the future; and Don’t Miss Out – the group that represents new opportunities for future growth that your brand is currently missing.
Lastly, a reminder from Catherine MacLeod, thinktv President & CEO, that we in the industry aren’t normal – our media and technology habits differ significantly from those of the average Canadian. We need to leave our biases and assumptions at the door and instead look to reliable, evidence-based data for a true picture of the media consumption habits of our customers.
Filled with insights from thought leaders in our industry, Eat Your Beets is well worth a read. Available for purchase HERE.