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Integrate & Ignite | Marketing Insights to Inspire

The Integrate & Ignite podcast explores the nature of what it means to be at the helm of marketing decisions. Every episode is crafted to make people think, to spark some “aha!” moments, and to illustrate just how important a truly integrated marketing strategy and a solid, inspired brand presence is to success and longevity. Your host, Lori Jones, is the President & CEO of Avocet Communications, and she has over 30 years of integrated marketing experience. Lori has interviewed over 300 top business leaders on the show with backgrounds in B2B and B2C from brands such as General Motors, IBM, McDonald's, and Netsuite. It is the wisest and most successful of leaders that know the value of advice, that can listen, and that can also share their experiences with others. Whether you're a CEO, a CMO, Marketing Director, or an entrepreneur who wears many hats, this podcast is for you. For more information and Show Notes, go to www.avocetcommunications.com
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Now displaying: July, 2019
Jul 31, 2019

“It’s about getting a feel for what moves the needle.”

 May Lilley is vice president of marketing and communications at Under Canvas, Inc., a company offering all-inclusive glamping adventure packages through their eight luxury glamping resorts, and whose mission is to bring the glamping experience to life anywhere in the country. May’s experiences, studies, and interests cross all areas of data-driven marketing, strategic communications, and branding, and combine to produce a truly integrated approach to brand efficacy and driving revenue. Her areas of focus include international/global communications, integrated branding, acquisition integration, financial accountability/budgeting, leading high performing teams, and agency management. 

Listen And Learn:

  • How even small brands can implement a fully integrated marketing approach.
  • Tapping into trends to help tell your brand’s story.
  • Why a test-and-scale mindset is important.
  • Recommendations for staying nimble and responsive in the market.
  • Holding partner agencies accountable for stated KPIs.
  • Amplifying your share of voice.

 

TO LEARN MORE ABOUT UNDER CANVAS, CLICK HERE.

TO FIND MAY LILLEY ON LINKEDIN, CLICK HERE.

Jul 24, 2019

“Tap into your audience as a culture.”

Andrew Ostry is the strategic marketing manager at the American Heart Association. He is an innovative professional with an impressive history of translating data into real insight, leading to action that builds brands and drives business performance. He knows what it takes to propel a brand from good to great. Throughout his career, he has designed, implemented, and monitored consumer research studies and managed projects in collaboration with advertising agencies, external market research companies, and internal cross-functional teams. He excels at directing client discovery sessions to tease out business drivers, brand equities, and user insights that shape remarkable, revenue-generating products and have a proven track record of success developing brands, penetrating markets, and increasing customer engagement.

Listen And Learn:

  • Getting customer buy-in.
  • Bridging the gap between strategy and creative.
  • How to bring creative concepts to life.
  • Why it’s important to tap into your audience as a culture.
  • Defining ownership and “cultural truisms.”

TO LEARN MORE ABOUT AMERICAN HEART ASSOCIATION, CLICK HERE.

TO FIND ANDREW OSTRY ON LINKEDIN, CLICK HERE.

Jul 17, 2019

“The more cohesive the content, the higher the spikes in our metrics.”

Kaylie Bruno is the digital marketing strategist for the Annie Selke Companies, a spirited, design-driven family of companies that create enthusiasm through its timely and timeless lifestyle products. Her background in art and design inform the content she manages on behalf of the company, and she skillfully bridges the gap between creative and tactical marketing strategies. In 2017, Kaylie won a Golden Bronto award for the Best Abandoned Cart Campaign. Kaylie was also part of the company’s ambitious marketing program that merged its four retail brands into one and that seamlessly integrating its various marketing campaigns to facilitate a single, cohesive consumer experience. The successful integration was supported by a powerful email marketing strategy that Kaylie helped drive. The strategy helped Annie Selke improve its overall B2B revenues by 35%, increase email-driven B2B revenues by 64% YOY, increase its overall B2C revenues by 48%, and increase email-driven B2C revenues by 81% YOY. Kaylie was also part of the campaign that launched the company’s first retail catalog and was instrumental in ramping up Annie Selke’s customer reviews process.

Listen And Learn:

  • How highlighting “wallet-friendly products” within a brand can be an entry point to introduce customers to other qualities of the brand.
  • Turning customers into loyalists.
  • Segmenting customer behaviors.
  • Driving acquisition and increasing revenue through digital strategies.
  • The power of a customer reactivation campaign.
  • How to bridge the gap between creative and tactical marketing strategies.

TO LEARN MORE ABOUT ANNIE SELKE, CLICK HERE.

TO FIND KAYLIE BRUNO ON LINKEDIN, CLICK HERE.

Jul 10, 2019

“You can't take the risk out of everything.”

Jon and Gila Kurtz are co-founders of Dog is Good, one of the most popular eCommerce brands today. Dog is Good is a lifestyle brand for dog lovers. In addition to selling wholesale and retail products, all of which celebrate the unique joy of living life with a dog, the company licenses the brand to numerous manufacturers in the pet, gift, and home product industries. Moveover, Dog is Good has developed a reputation for generously giving back to animal welfare organizations. The company’s success lies in its ability to deliver messaging that resonates with dog lovers. With clever and poignant sentiments, they remind us all how great it feels to be with Dog.

Listen And Learn:

  • How to take a passion and turn it into a business.
  • Creating a family-focused and intentional workplace culture.
  • Defining the brand’s market position.
  • Reaching out to innovative retail and vertical channels.
  • Nurturing brand ambassadors.
  • How Amazon has become a great entry point for the brand.
  • How they have infused the brand with the company’s culture.

TO LEARN MORE ABOUT DOG IS GOOD, CLICK HERE.

TO FIND GILA KURTZ ON LINKEDIN, CLICK HERE.

TO FIND JON KURTZ ON LINKEDIN, CLICK HERE.

Jul 3, 2019

“You can’t send out an email just because it’s Wednesday.”

Stephanie Maassen is the senior CRM manager at Balsam Brands, a B-to-C eCommerce retailer specializing in selling high-end Christmas trees and home décor products both domestically and internationally. As senior CRM manager, Stephanie manages the catalog and email channels from concept to completion across multiple brands. She oversees a team that drives initiatives to generate awareness, build loyalty, and consideration to purchase while generating profitable revenue growth and increasing repeat purchase rate. Stephanie is a creative, dynamic, and versatile marketer as well as an analytical thinker with the ability to extract insights from multiple data sources. Her project management skills have led campaigns with aggressive timelines, and she is known for her leadership skills and her ability to work collaboratively across organizations to ensure win-win outcomes and achieve common goals.

Listen And Learn:

  • The pros and cons of drip campaigns.
  • Creating an emotional appeal for customers.
  • Moving customers through the funnel to grow sales and garner repeat business.
  • Where most people go wrong in their email marketing campaigns.
  • How to build brand loyalists.
  • How to go beyond promotional messages to creating emotional engagement.

TO LEARN MORE ABOUT BALSAM BRANDS, CLICK HERE.

TO FIND STEPHANIE MAASSEN ON LINKEDIN, CLICK HERE.

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