Growing and Leading A Marketing Team with Jay Jaffin, CMO at Verizon Connect

Growing and Leading A Marketing Team with Jay Jaffin, CMO at Verizon Connect

 

Learn to build and lead a winning marketing team to growth

This episode features Jay Jaffin, the Chief Marketing Officer at Verizon Connect. Jay has also served as the VP of Marketing and Communications for Verizon Wireless where he oversaw all national campaigns for the brand.

Jay has vast experience when it comes to creating strategic campaigns and leading marketing teams through growth. While at Verizon Connect, Jay has helped the brand grow from a 100 million to a multi-billion dollar company by building a strong marketing culture.

Whether you lead a marketing team of 2, or 200, this episode has a TON of lessons for how you can be the best leader and help drive growth.

In our conversation, we dive into:

  • Example of a winning campaign while at Verizon Wireless and the strategy behind it
  • Jay’s strategy and approach for developing strong campaigns
  • What to consider when building a marketing team
  • The “death” of the traditional sales funnel
  • So much more!

If you enjoyed this episode, please leave a rating and review.

Be sure to leave Campaign Brief a review and rating here!

Revitalizing the Sony Brand with Cheryl Goodman, Head of Corp. Communications at Sony Electronics

Revitalizing the Sony Brand with Cheryl Goodman, Head of Corp. Communications at Sony Electronics

Revitalizing the legendary Sony Brand story

In this episode, I sit down with Cheryl Goodman. She is the Head of Corporate Communications for Sony Electronics. Cheryl has an impressive track record of storytelling going back to her career start in journalism.

In our conversation, we discuss:

  • How Cheryl approached revitalizing Sony’s brand story
  • How her background in journalism and PR prepared her for her current role
  • The role of CSR and social good in the Sony story
  • How Sony’s origin story plays a role in its products
  • The challenges in marketing technology consumer products
  • Cheryl’s view on influencer marketing
  • Much more!

I hope you enjoy this episode. Be sure to subscribe and leave an honest rating/review for the show.

Be sure to leave Campaign Brief a review and rating here!

Develop a Winning Brand with Gaëtan Fraikin from Addictive, Illumina, and Roche

Develop a Winning Brand with Gaëtan Fraikin from Addictive, Illumina, and Roche

Learn brand development, valuation, and how to win long-term

In this episode, I sit down with Gaëtan Fraikin to discuss all things brand development. Throughout his career, Gaëtan has served as Head of Global Marketing at Roche and Head of Global Brand at Illumina. He’s also worked with brands like BMW, Samsung, eBay, and Genentech on the agency side. Gaetan has had a ton of experience on both the client and agency side building very well known brands.

This is a very wide-ranging episode. We cover many aspects from brand creation to maintaining an existing brand.

We discuss:

  • The core of what makes a strong brand beyond just logos and typography
  • Brand development process and considerations
  • How to justify brand value and brand equity to financial stakeholders
  • How having a strong brand can help your company pull through tough times
  • Opportunities for differentiation in an industry where everyone looks and sounds the same

I hope you enjoy this episode. To get in touch with Gaëtan, go to https://www.linkedin.com/in/gaetanfraikin/.

Be sure to leave Campaign Brief a review and rating here!

How to Position Your Product for A Successful Launch with Mark Pecota from LaunchBoom

How to Position Your Product for A Successful Launch with Mark Pecota from LaunchBoom

In this episode, I sit down with Mark Pecota. Mark is the CEO of LaunchBoom. A full-service product launch agency that consistently achieves 6 and 7 figure product launches for its clients through crowdfunding on platforms like Kickstarter and Indiegogo. Even if you’ve already launched your product, you will still get a lot from this episode.

In our conversation, we cover:

  • Why product positioning is so critical for a successful launch
  • Strategies for testing your positioning before launching
  • How to build a community of qualified potential buyers in the pre-launch phase so that when you launch you get momentum right off the bat
  • How to maximize exposure on crowdfunding platforms like Kickstarter and Indiegogo
  • Creating a team culture of ownership and accountability
  • Much more!

 

I hope you enjoy this episode as much as I enjoyed recording it.

To find more about LaunchBoom, go to www.launchboom.com

Be sure to leave Campaign Brief a review and rating here!

Start telling brand stories that actually matter (plus bonus story prompts)

Start telling brand stories that actually matter (plus bonus story prompts)

Why must you tell THIS story? What’s the belief burning within you that your story feeds off of? That’s the heart of it.

This is rule #14 in the Pixar 22 Rules of Storytelling published by Emma Coats, a Pixar storyboard artist.

It’s also one of the places we start when producing branded content for our clients.

Ultimately, the best stories that actually move audiences exist for more than just “selling”. Great brand storytelling is no exception.

If you’re creating content for your brand (video or otherwise) ask yourself the question:

 

Why must we tell THIS story?

 

No industry or business is exempt from this. It doesn’t matter if you’re in IT, consumer goods, healthcare, or franchising lemonade stands.

Every brand has the opportunity to connect with their audience at the human (emotional) level by telling stories that stand for something.

People choose to purchase from companies that believe in the same things that they believe in. We want to align ourselves with brands that we feel good engaging with.

Worried you don’t have an interesting or compelling story to tell?

Keep looking further.

As long as there are human beings involved, there’s a powerful story to be shared.

If you’re still stuck, here are some places to start:

  1. What are you curious about as an organization?
  2. What impact are you looking to have on your customers’ lives in the long term?
  3. What beliefs do you share as an organization that might go against the way things have always been done? How did you come to those beliefs?
  4. What obstacles have you overcome that your audience can relate with?
  5. How do you want your audience to feel? Then think of experiences in the past that have made YOU feel that way.
  6. What are your core values? What examples of those have you seen demonstrated remarkably in the world?

 

Storytelling is not just about saying what happened.

It’s about connecting to the audience through the shared human experience and always keeping in mind the reason why your story MUST be told.

If you enjoyed this article, please share with a friend and let us know what you think!

LinkedIn Video Marketing | How To Upload and Share Videos on LinkedIn For Maximum Results

LinkedIn Video Marketing | How To Upload and Share Videos on LinkedIn For Maximum Results

 

 

LinkedIn video has been getting a lot of attention lately. LinkedIn has really claimed it’s place as a B2B content platform. It’s no longer just a place for your online resume.

In fact, 71% of B2B marketers say LinkedIn is part of their advertising strategy.

However, as with any platform, there are some key best practices that you should keep in mind when you’re creating videos for sharing on LinkedIn. Be sure to follow these tips to ensure that you reach the most people and get more engagement with your videos.

 

1. Upload Videos Native to LinkedIn

 

The first key thing is to make sure you’re uploading your videos natively to the LinkedIn platform. This is because LinkedIn wants more video on it’s platform so when you upload natively (rather than sharing a YouTube link, for example) LinkedIn will push your video to more people.

To do this, make sure that you are clicking the video icon button and uploading your videos where you would type your post. Again, you don’t want to just copy a link and paste it.

 

2. Upload Custom Thumbnails

 

While videos do auto-play in the LinkedIn feed, a thumbnail still shows up while the video is loading. By default, it shows the first frame of the video. This is rarely flattering or eye-catching.

Instead, take advantage of creating a custom thumbnail and making it the very first frame of your video. You can do this by using any video editing software to add your custom designed thumbnail into the video as the very first frame and exporting. Now, when you upload your video to LinkedIn it will use that custom thumbnail to show users.

If you’re not sure where to start when designing a custom thumbnail, check out Canva.com. This is a great resource to easily create eye-catching thumbnails with their custom templates.

 

3. Create Custom SRT Captions

 

When you’re uploading videos to LinkedIn, be sure to upload custom SRT caption files. This is because by default, LinkedIn videos autoplay without sound. You want to ensure that viewers who might not have sound on are still able to watch your videos and understand what’s being conveyed.

Use a site like https://www.rev.com to have custom captions made quickly and easily. Then you can upload captions by simply clicking the small pencil icon that shows up when you upload your video before posting.

You can also use these captions when posting the video to your website. Use the transcription option as well to build SEO benefits as well.

 

Conclusion

 

As with any platform, make sure that the content you are creating is formatted and optimized to get the most out of LinkedIn. Don’t just quickly post a video without ensuring that it’s properly formatted to capture attention and spread further.

If you have any other questions about how to use video on LinkedIn, how to create custom thumbnails on LinkedIn, or anything else video marketing related let us know in the comments!