The Sleeping Barber - A Business and Marketing Podcast
Sleeping Barber
Ready to rethink business strategy and supercharge your marketing game? Join hosts Marc Binkley and Vassilis Douros as they break down big questions at the cros...
SBP 106: Why Cutting Marketing Budgets is a Mistake. With Hilary Borndahl.
In this episode of The Sleeping Barber Podcast, Marc Binkley and Vassilis Douros welcome Hilary Borndahl to discuss the critical role of measurement in marketing, with a focus on marketing mix modelling (MMM) and its impact on ROI. They explore the challenges marketers face in justifying budgets, the importance of understanding ad stock, and the consequences of cutting marketing spend.
The conversation also covers the evolution of digital marketing, the balance between performance and brand marketing, and the value of MMM in providing a holistic view of marketing effectiveness. Marc highlights the growing need for integration between paid and organic search, the influence of audio advertising on consumer behaviour, and the complexities of modern consumer journeys.
Other key topics include targeting strategies, AI’s role in marketing measurement, and the necessity for CMOs to be data-savvy. The episode also examines the effectiveness of creative in campaigns and the rising significance of metrics like the Marketing Effectiveness Ratio (MER) in evaluating media performance.
Our Guest:
Hilary Borndhal, CEO & founder of Miix Analytics
Linkedin: https://www.linkedin.com/in/hilary-borndahl/
Follow our updates here: https://www.linkedin.com/company/sleeping-barber/
Get in touch with our hosts:
Marc Binkley: https://www.linkedin.com/in/marcbinkley/
Vassilis Douros: https://www.linkedin.com/in/vassilisdouros/Follow Our
Timestamps:
00:00 - Introduction to Measurement in Marketing
02:56 - Introduction to Hilary, Miix Analytics & the Insights Association
06:07 - The Wanamaker Dilemma and ROI Challenges
08:59 - Understanding Ad Stock and Its Importance
11:49 - The Impact of Cutting Marketing Budgets
15:08 - The Role of Digital Marketing Today
18:03 - Performance Marketing vs. Brand Marketing
20:51 - The Evolution of Measurement Techniques
24:04 - Marketing Mix Modeling Explained
26:56 - Benefits of Marketing Mix Modeling
30:14 - Review Cycles for Marketing Mix Modeling
33:01 - Balancing Brand and Performance Investments
39:42 - The Integration of Paid and Organic Search
42:07 - The Role of Audio in Marketing
44:58 - Consumer Behavior and Search Dynamics
50:37 - The Complexity of Consumer Journeys
54:21 - Narrow vs. Broad Targeting in Marketing
58:43 - The Impact of AI on Marketing Measurement
01:01:15 - Post-pod Discussion - Marc and V's key takeaways and insights from the conversation
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1:20:37
SBP 105: The Barber's Brief - January 23, 2025
Welcome to another episode of The Barber’s Brief, by the Sleeping Barber Podcast!
Join Marc and Vassilis as they dive into the latest marketing and business news, spotlight a standout case study in their Marketing Moment, and wrap up with the Ad of the Week.
Enjoy the show!
Follow our Updates:
https://www.linkedin.com/company/sleeping-barber/
Follow our Hosts:
Marc Binkley: https://www.linkedin.com/in/marcbinkley/
Vassilis Douros: https://www.linkedin.com/in/vassilisdouros/
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33:46
SPB 104: Marketing Resolutions for 2025. With Prof. Byron Sharp.
In this episode of the Sleeping Barber Podcast, Professor Byron Sharp discusses key marketing resolutions for 2025, emphasizing the importance of understanding consumer behaviour, the limitations of loyalty programs, and the need for evidence-based marketing practices. He shares insights from his extensive research at the Ehrenberg-Bass Institute, challenging conventional marketing wisdom and advocating for a more scientific approach to marketing strategy.
We hope you enjoy listening to this episode!
Our Guest:
Prof. Bryon Sharp: https://www.linkedin.com/in/professorbyronsharp/
Professor of Marketing Science & Director of the Ehrenberg-Bass Institute the world's largest centre for marketing research
Author of
How Brands Grow I & II
Textbook Marketing: Theory, Evidence & Practice
90+ Journal articles
Follow our updates here: https://www.linkedin.com/company/sleeping-barber/
Get in touch with our hosts:
Marc Binkley: https://www.linkedin.com/in/marcbinkley/
Vassilis Douros: https://www.linkedin.com/in/vassilisdouros/Follow Our Updates:
Timestamps:
00:00 Introduction to Marketing Resolutions
02:53 Byron Sharp's Journey in Marketing Science
05:57 The Punk Rock Nature of Marketing Science
08:48 Consumer Behavior: The Weirdness of the Market
11:53 Rethinking Brand Loyalty and Customer Acquisition
15:10 The Importance of Mental Availability
18:00 Segmentation Strategies in Marketing
20:47 Assessing Metrics for Performance Tracking
38:42 Reassessing Metrics for Performance Measurement
41:25 Understanding Mental vs. Physical Availability
45:21 The Importance of Distinctive Brand Assets
47:12 Rethinking the Consumer Purchase Funnel
51:39 How Brands Go Live: A New Approach
56:54 Post-Pod with V& Marc Key Takeaways
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1:15:52
SBP103 - The Barber's Brief - January 9th 2025
Welcome to another episode of The Barber’s Brief, by the Sleeping Barber Podcast!
Join Marc and Vassilis as they dive into the latest marketing and business news, spotlight a standout case study in their Marketing Moment, and wrap up with the Ad of the Week.
Enjoy the show!
Follow our Updates:
https://www.linkedin.com/company/sleeping-barber/
Follow our Hosts:
Marc Binkley: https://www.linkedin.com/in/marcbinkley/
Vassilis Douros: https://www.linkedin.com/in/vassilisdouros/
Timestamps:
0:00 - Introduction
1:18 - Mark Ritson's Annual Top Marketing Moments 10 - 5
5:56 - How Small Brands Grow
10:18 - Mark Ritson's Annual Top Marketing Moments 4-1
15:41 - Chipotle Expands Partnership with Strava
19:17 - The Marketing Moment: Questioning the Growth Dogma. A Replication Study
25:49 - Ad of the week: Apple's Heartstrings
28:45 - Coming up next week.
In The News Links:
Mark Riston’s Annual Top 10 Marketing Moments
https://www.youtube.com/watch?v=kk9ju-avzNo
How Small Brands Grow
Source LinkedIn - Author Julia Skinner
Link: https://shorturl.at/Kwy9Y
Headline: Chipotle expands Strava tie-up globally to fuel New Year’s fitness goals
Source: Marketing DiveLink: https://www.marketingdive.com/news/chipotle-strava-global-new-years-fitness-goals/736446/
Questioning the Growth Dogma: A Replication Study
Ad of the Week
Title: Heartstrings
Advertiser Apple
Agency: TWBA & Media Arts LabLink: https://www.youtube.com/watch?v=EvnJhwIwqds
Apple had introduced their annual Holiday advertisement for the 2024 season at the end of November, titled “Heartstrings”, and it’s an unusually moving commercial that focuses on hearing loss and the hearing aids feature of AirPods Pro 2 (which happen to be hugely discounted on Amazon right now, if you’re in the market).
In the touching and family oriented commercial, a small family is gathered around a Christmas tree opening presents, and as the father reminiscences about his daughter growing up over the years, he gets a nudge from his wife to listen to his daughter singing a rendition of “Our House” by Crosby, Stills, and Nash, where he puts in his AirPods and is able to hear her clearly.
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30:55
SPB 102: The Barber's Brief: Navigating the 2025 Marketing Trends
Welcome to Another Episode of Our Barber’s Brief.
In our final episode of the year, Vassilis and Marc discuss the key insights from the Cantor 2025 Trends Report, focusing on sustainability, inclusion, population growth challenges, the evolution of retail media networks, and the importance of innovation.
They emphasize the need for authenticity in sustainability efforts, the business advantages of inclusivity, and the potential of retail media networks to leverage first-party data for targeted marketing. The conversation highlights the necessity for brands to adapt and innovate in a changing market landscape.
Enjoy the show!
Follow our updates here: https://www.linkedin.com/company/sleeping-barber/
Get in touch with our hosts:
Marc Binkley: https://www.linkedin.com/in/marcbinkley/
Vassilis Douros: https://www.linkedin.com/in/vassilisdouros/
Timestamps
00:00 - Introduction to 2025 Trends Report
01:24 - Sustainability in Marketing
04:39 - The Inclusion Imperative
09:19 - Population Growth Challenges
17:17 - Retail Media Networks Evolution
25:43 - Stretching the Limits of Innovation
Link to report: https://www.kantar.com/campaigns/marketing-trends
About The Sleeping Barber - A Business and Marketing Podcast
Ready to rethink business strategy and supercharge your marketing game? Join hosts Marc Binkley and Vassilis Douros as they break down big questions at the crossroads of strategy, marketing effectiveness, and creative impact.
From real-world case studies to hot-off-the-press business news, each episode dives deep into how modern companies navigate complexity. Plus, interviews with global thought leaders bring you fresh insights and actionable strategies to drive growth and build unforgettable customer experiences.
This is your backstage pass to smarter thinking and better business results.
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