S4 Ep11: Hacking The Human Mind with Richard Shotton
Richard Shotton delves deep into the world of behavioural science, exploring how human psychology profoundly influences marketing strategies. Richard shares his journey from being a media planner to discovering the power of behavioural science through Malcolm Gladwell's The Tipping Point.Richard recounts the pivotal moment when he was working on an NHS brief to encourage blood donations. Reading The Tipping Point by Malcolm Gladwell inspired him to apply behavioural science theories to real-world problems, leading to a successful campaign that dramatically increased blood donations.He explains how applying the findings of 1960s behavioural studies to modern marketing challenges opened up a whole new world for him, shaping his career focus. Richard provides a compelling case study of Avis’s famous "We Try Harder" campaign, demonstrating how admitting a flaw can make a brand more appealing. He links this to the pratfall effect, where admitting a minor flaw can make people perceive you as more genuine and trustworthy.Richard talks about the limitations of traditional marketing research methods like surveys and focus groups. He stresses the importance of experimentation and real-world testing to get more accurate insights into consumer behaviour. He introduces the concept of "Mandic Testing," a method of applying A/B testing to surveys to get more accurate insights. This helps in isolating the variables that truly influence consumer behaviour.This episode is packed with actionable insights and real-world examples, making it a must-watch for marketers looking to understand the science behind consumer behaviour. PreOrder Hacking The Human Mind Here https://www.amazon.co.uk/Hacking-Human-Mind-behavioral-science/dp/1804091324Check out Richard's other books and consultancy here https://www.richardshotton.com/02:56 Early Career and Frustrations03:23 The Blood Donation Brief04:54 Discovering Behavioural Science05:53 The Role of Randomness in Career Paths08:37 Generational Differences and Social Proof11:42 The Power of Admitting Flaws15:54 The Importance of Distinctiveness in Advertising23:27 Challenges in Marketing Research29:04 Testing Social Proof in Marketing29:28 Applying AB Testing to Surveys30:07 Case Study: Car Pricing Perception32:40 The Rule of 100 in Discounts36:24 The Impact of Discounting on Perceived Quality39:55 Reframing Low-Cost Brands41:06 The Power of Language in Marketing45:36 Anchoring and Price Relativity51:44 Fairness in Pricing Strategies Hosted on Acast. See acast.com/privacy for more information.
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The Singles Ep4: Hot Topics in Marketing, Vrbo Vs AirBnB, Liquid Death, Wrexham & Mo's Moment
The Singles: Hot Topics in Marketing, Vrbo Vs AirBnB, Liquid Death, Wrexham & Mo's MomentDive into the latest marketing campaigns and strategies from challenger brands making waves in their industries. They start by discussing VRBO's bold billboard campaign against Airbnb and analyze the data behind both companies' performances in the accommodation services category. The conversation also highlights historic brand rivalries, like Burger King vs. McDonald's, to understand how competition can create consumer drama and excitement.Next, they shift focus to Liquid Death, the irreverent water brand known for its quirky and humorous advertising. The discussion covers their strategic sponsorships, top-of-funnel awareness, and the importance of emotional consumer connections. The hosts also touch upon the recent documentary-style success of Wrexham AFC under the leadership of Hollywood stars Ryan Reynolds and Rob McElhenney.Closing the episode, they explore a genius product placement by Google Pixel during the Liverpool FC Premier League win celebration, emphasising the significance of creative and impactful marketing tactics. Tune in for a comprehensive analysis of these fascinating marketing stories and to discover what makes challenger brands stand out in today's competitive market.02:43 Airbnb vs VRBO: A Marketing Rivalry06:24 Brand Rivalries and Marketing Tactics15:35 Liquid Death: Disrupting the Water Category23:46 Wrexham AFC's Football Fairytale29:10 Google Pixel & That Mo Moment Hosted on Acast. See acast.com/privacy for more information.
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37:15
S4 ep10: Why 90% Of Marketing Decisions Are Reversible with Ran Avrahamy, CMO AppsFlyer
What happens when you give a marketer full creative freedom, a food truck, and no permit? You get a marketing lesson you’ll never forget.In this episode of That’s What I Call Marketing, I’m joined by Ran Avrahamy, Chief Marketing Officer at AppsFlyer, who shares the wild journey of building a global brand—from a 13-person startup to a team of over 100 marketers across 20+ countries.We talk about:Why there’s no playbook for marketing success—and why that’s a good thingThe power of creative risk-taking (including his near-arrest in San Francisco)How to build culture that scales without turning boringThe constant tension between global brand consistency and local market relevanceHis simple but powerful decision-making lens: “Is it reversible?”And how his team is actually using AI—beyond the buzzwordsRan also opens up about the real challenges of leadership, keeping fun in the process, and why marketers need to embrace chaos, not fear it.If you're navigating brand-building, scaling teams, or just trying to figure out what the hell to do next—this episode is full of useful, human, honest insight.🔗 Follow, rate, review and share with the marketers in your life.📬 Want to work with That’s What I Call Marketing? Sponsorship enquiries: LinkedIn @ConorByrne#MarketingPodcast #AppsFlyer #B2BMarketing #MarketingLeadership #AIInMarketing #BrandBuilding #CMO Hosted on Acast. See acast.com/privacy for more information.
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The Singles Ep3: Hot Topics in Marketing: Insights on Tesla, Puma & Bonds with Tracksuit
nd sales. We go on to discuss Tesla's customer funnel issues and consider the broader implications of celebrity leadership on brand perception. Moving forward, we examine Puma's largest global campaign and its attempts to connect with its audience amidst stiff market competition. Lastly, we discuss Bonds, the iconic Australian brand, and its strategy to break into the U.S. market with a new campaign featuring Robert Irwin. The episode is filled with insights into how data-driven analysis can reveal the underlying truths behind these brand stories.02:11 The Elon Effect on Tesla03:53 Challenges in Tesla's Brand Perception05:49 Celebrity Leadership and Brand Impact11:16 Puma's Go Wild Campaign17:28 Bonds' Expansion into the US MarketDon’t forget to visit gotracksuit.com to check out their amazing always on brand tracking dashboard. Jasper: https://www.linkedin.com/in/jasperskinner/Dan:https://www.linkedin.com/in/dan-fleming-a15854118/Conor: https://www.linkedin.com/in/conorbyrne/ Hosted on Acast. See acast.com/privacy for more information.
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29:19
S4 Ep 9: Rory Gallery : A Special Sort Of Brand Strategy
In this episode, Rory delves into his extensive career in marketing, sharing his journey from the west coast of Ireland to New Zealand. He discusses his exciting role in various creative campaigns, notably his work on the famous Guinness ads during his time at Abbott Mead Vickers in London. Rory provides insightful reflections on the importance of creative integrity and the balance between long-term brand strategy and effective execution. He elaborates on the challenges faced during the creation and implementation of the Guinness 'Made of More' campaign. Rory shares how strategic principles and innovative thinking helped rejuvenate the brand, despite the initial execution hurdles and client dynamics involved. Drawing parallels, he also explains his recent work on the DB Export campaign in New Zealand, highlighting how they creatively addressed the common issue of accidentally freezing beer, making use of a humorous and engaging 'Cold Callback Service' involving Vanilla Ice. Furthermore, Rory contrasts the prevailing trends in beer advertising, criticizing the overly serious tone that has dominated the industry. He advocates for injecting humor back into advertising, emphasizing its role in making work more engaging and memorable. The conversation also covers the internal dynamics at Special Group, the agency Rory is part of, including their approach to integrating effectiveness into their work and the creation of platforms that can evolve and improve over time. Finally, Rory discusses the implications and opportunities presented by AI in the advertising sector. He touches on how AI is being utilized to enhance strategic input and streamline processes, while also acknowledging the challenges it poses, particularly for the development of junior talent and the impact on traditional production models. Rory wraps up the episode with a candid discussion on the future of advertising, the importance of maintaining a balance between creativity and effectiveness, and how to leverage new technologies to drive innovation without losing the essence of great storytelling.00:28 Rory's Career Journey00:42 Guinness Made Of More Campaign Insights01:31 Creative Challenges and Solutions03:37 The Energy of Guinness Ads04:12 The Sapeurs Campaign06:47 Client and Agency Dynamics07:27 Navigating the Creative Process08:31 The Glass and the Clay Philosophy10:00 Transition to Head of Strategy12:35 Moving to New Zealand15:43 Special Group's Success18:29 Uber Eats Campaign22:13 DB Export Campaign25:40 Humor in Beer Advertising30:50 Effectiveness in Advertising34:43 The Role of AI in Advertising35:14 Challenges and Opportunities with AI41:26 Conclusion and Farewell Hosted on Acast. See acast.com/privacy for more information.
Conor Byrne hosts That's What I Call Marketing meeting some of the most incredible marketing minds in our industry, CMO's, founders and marketing leaders from across the globe, this podcast tackles the big issues facing marketers today, as well as providing inspiration by hearing the incredible stories marketing leaders share of their journey to the top. Hosted on Acast. See acast.com/privacy for more information.
Ireland