Bob Cargill's Marketing Show

Episode 127 - The Social in Social Media 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.

Episode 126 - Involve Your Audience as a Marketer 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.

Episode 125 - The Emotional Connection You Make with Your Audience 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.

Episode 124 - Purpose-Driven Branding with Katie Burkhart 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.

Episode 123 - What's What in Social Media with Angela Pitter 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

Episode 122 - Talking with Helen Pinchanski about Marketing and Social Media During the Pandemic and Beyond 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

Episode 121 - Nobody Trusts Anybody Anymore 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

Episode 120 - Being Incessant on Social Media 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

Episode 119 - Put on a Show 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 ahea

Episode 118 - Talking Marketing, Advertising, TikTok and DEI with Karen McFarlane 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 c

Episode 117 - Being Inspired and Impressed by Debbie Bean 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

Episode 116 - The Secret of Success in Marketing and Elsewhere   Empathy. It’s one thing we could all use more of if we want to be more successful in both our professional and personal lives.   Yup. Think more about others and less about yourself. It's that easy. That’s the secret to success in marketing, the field in which I earn my livelihood, in business in general and in life itself.   When you walk in someone else’s shoes, you learn a lot about how they think, feel and live. You gain an understanding of their needs and wants, their shortcomings and strengths, their wins and losses. You can relate better to them and vice versa. It is easier to establish a mutually beneficial relationship with them.   Empathy towards others – friends or family, colleagues or clients, teammates or neighbors, even complete strangers – leads to much better outcomes and many more solutions, far less division, dissension and disappointment.   Ask those around you how they are doing today. Ask them for feedback. Ask them how

Episode 115 - A Few Words about Marketing with Chris Russo In this episode, I talk to Chris Russo, principal at Russo Strategic Partners, about marketing, social media (TikTok in particular) and much more.  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.

Episode 114 - A Few Words about Marketing with Amanda Baier In this episode, I talk to Amanda Baier, the Director of Marketing Communications for Vecna Robotics in Waltham, Massachusetts.  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/

Episode 113 - A Few Words with Robert Lee and Matt Haas  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 p

Episode 112 - Activate Your 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 yo

Episode 111 - A Few Words with Caroline Cooke 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. 

Episode 110 - Try a Limited-Time Collab 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

Episode 109 - A Few Words with Jessie Coan 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 profit

Episode 108 - The Domino's Homemade Film Festival 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