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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: 2020
Mar 3, 2020

“Brands are no longer what we tell people we are. Our brands are what people tell each other they are.”

Filip Keuppens is a former U.S. Army soldier, professional mogul skier, and rugby player, coach, and referee, and the vice president of global sales and marketing for the Pickle Juice Company. Founded in 2001, The Pickle Juice Company brings consumers the only purpose-built, isotonic sports beverage on the market that helps combat the age-old problem of muscle cramps and dehydration. Filip has been with the company since June 2015 and is responsible for identifying expansion opportunities internationally and domestically. He has spent his career in sales, first for H.J. Heinz Co., followed by Warner Home Video and 20th Century Fox, where he was selling DVDs. The Pickle Juice Co. job is the perfect way to combine his interest in the food and beverage industry with his sports background. And, he especially likes that he is with a company that is on the forefront of pioneering a new category in sports nutrition.

Listen And Learn:

  • The power of letting your product speak for itself.
  • His process of “product discovery.”
  • How he has created a powerful brand ambassador program.
  • Why user-generated content is so much more powerful than brand-generated content.
  • How he uses micro-specialization to inspire big business gains.

TO LEARN MORE ABOUT  PICKLE JUICE COMPANY, CLICK HERE.

TO FIND JFILIP KEUPPENS ON LINKEDIN, CLICK HERE.

Feb 27, 2020

“We have to Sherpa the conversation.”

Chad Sanderson is an award-winning sales, marketing and business strategy consultant with 20+ years of proven results in driving revenue growth, facilitating market expansions and building high-performance teams. Chad is a sought-after and trusted advisor to global companies, partnering with them to optimize sales across markets and verticals, and drive predictable revenue growth. He is a founder of Value Prime Solutions, a leading provider of the ValueSelling Framework and the host of “The B2B Revenue Executive Experience” podcast. Throughout his career, he has consulted with and enabled major brands, including Adobe, Verizon Wireless, eBay, Microsoft, Chrysler, Fidelity, Thomson Reuters, and the Minnesota Vikings, to name a few.

Listen & Learn:

  • Crafting Differentiator Vision Matches for clients.
  • Defining a value probe.
  • Connecting with everyone who touches the revenue funnel.
  • Why the problem matters – and not the problem itself – is what’s important.
  • The value buying process.
  • The difference between a super-performing and an under-performing sales company.

TO LEARN MORE ABOUT, VALUESELLING ASSOCIATES, CLICK HERE.

TO FIND CHAD SANDERSON ON LINKEDIN, CLICK HERE.

People-first marketing is our focus. Call Lori Jones today to learn more. 303-678-7102  

Feb 25, 2020

“Everything is in sound bites, everything is in video, and everything is visual.”

Dale Haines is a marketing professional who has worked in a variety of industries including finance, aerospace, and software. His passion is helping companies increase brand awareness and grow their market share. What Dale has learned over his more than 20 years of experience, is that those two goals are dependent on building relationships. As he sums it up: people do business with people and with companies they like. Dale is a pioneer in digital media, an authority in video content marketing, and the marketing project manager at ASU Watts College of Public Service & Community Solutions

Listen & Learn:

  • Clearing up the myths and misconceptions about video content.
  • Incorporating infographics and calls-to-action into your videos.
  • How people engage with videos on different platforms.
  • Tips – and a short checklist – for creating effective video content.
  • Clearing up the myths and misconceptions surrounding video content.
  • Why video needs to be a part of the marketing mix.

TO FIND DALE HAINES ON LINKEDIN, CLICK HERE.

Helping you incorporate video content into the marketing mix. Call LORI JONES today at 303-678-7102 to learn more.

Feb 20, 2020

“Listening, humility, and vulnerability are essential ingredients for marketing.”

Adrian Gershom is vice president of marketing and digital strategy at c|change, a Chicago-based consultancy that accelerates the sales and marketing of future-focused B2B companies. He works with clients that range in size from startups to Fortune 500 companies to understand and address how to make sales and marketing more measurable and effective. A particular area of focus is the role that culture and values play in separating organizations with highly effective sales and marketing teams from those that are merely average. Adrian is keenly interested in using business as a force for good and works to grow the number of certified B Corps as a B Local Leader in the state of Illinois.

Listen & Learn:

  • Breaking down the journey to uncovering your brand’s purpose.
  • The mistake many marketers make in focusing on the brand promise and forgetting about a brand’s purpose.
  • The five steps to finding your brand’s purpose.
  • Why the marketing team should be deeply involved with HR and employee onboarding.
  • Why listening, humility, and vulnerability are essential ingredients for marketing.
  • How sharing your story breathes humanity into your brand and connects with customers.

TO LEARN MORE ABOUT, C|CHANGE, CLICK HERE.

TO FIND ADRIAN GERSHOM ON LINKEDIN, CLICK HERE.

Feb 18, 2020

“Build a cult following around one singular passion point so that you can attract ardent fans and push others away.”

Prentice Howe is the principal at Door No. 3, an advisory firm to challenger brands. Based in Austin, Texas, the award-winning advertising agency works with growth clients including Mighty Swell, ShippingEasy, Cirrus Logic, Texas.gov, Drunken Sailor Whiskey, Northstar Financial, American Bank, and Centennial BANK. The services Door No. 3 provides include strategy, brand positioning, integrated campaign development, and media planning/buying. Prentice is also the host of The Empowerment Challenger podcast, where he talks with founders, marketers, and thought leaders to explore the tactics that challenger brands leverage to steal market share and topple giants.

Listen & Learn:

  • Embracing challenger brands.
  • The five personality steps of an empowered challenger brand.
  • Challenger strategies that help brands grow.
  • Attracting the most ardent fans.
  • How “compulsive servitude” builds audiences and advocacy.
  • Don’t be afraid to steal market share from the behemoths.

TO LEARN MORE ABOUT, DOOR NO.3, CLICK HERE.

TO FIND PRENTICE HOWE ON LINKEDIN, CLICK HERE. 

Feb 13, 2020

“Don’t dress copy up with nonsense; nonsense is a turn-off.” Author Nick Usborne.

Nick Usborne has been working as a copywriter and trainer for 40 years. His 2001 book, Net Words, paved the way for a new generation of online writers and copywriters. Nick coaches his clients to rise above what he calls the “manipulative approach” and instead to engage in what he calls, “Conversational Copywriting,” a more transparent and ethical approach to selling. Nick is about a no-hype, high-engagement, trust-building way to sell online. He has spoken at numerous conferences and conducted in-house seminars and training sessions for many companies, including Yahoo!, Intuit, Walt Disney Attractions, John Deere, National Cancer Institute, and the Information Technology Media Advisory Council. Bestselling author Seth Godin called Nick, “an astute, insightful and original mind.”

Listen & Learn:

  • The 7 steps to developing a conversational voice in your writing.
  • How to engage your customers on an emotional level with your copywriting.
  • Why people are turned off by gobbledygook, sales pitches, and false friendliness.
  • The value of “people first” writing.
  • Writing should be about the reader, not about the company.
  • Why it’s important to listen for emotional drivers.

Powerful marketing copy that’s people first. Call Lori Jones today to learn more. 303-678-7102  

Feb 11, 2020

“When you expand outside of your domestic market, you introduce a wide host of challenges that your teams are going to have to work through.”

Ryan Medine, vice president of marketing at Velocity Global, is a results-driven, global marketing executive with over 13 years of experience in B2B and B2C marketing. He is a creative brand visionary that excels at bringing brands to life by tapping into human emotions through messaging, content, and storytelling. He is an analytical leader with a proven track record of developing integrated marketing strategies that deliver exponential business growth and maximize ROI. Since joining Velocity, Ryan has delivered revenue growth of over 300 percent – surpassing $50MM – and helped the company reach #4 on the Inc. 500 list of fastest-growing private companies in the United States. Additionally, he transformed the marketing function from a two-person inbound-only team with stagnating results into a 13-person, cross-channel, inbound and outbound marketing engine.

Listen & Learn:

  • Ways to test a market without investing heavily in resources.
  • When you do – and when you don’t – need boots on the ground in a new foreign market.
  • How brand personas differ domestically vs globally.
  • Defining your brand’s One Singular Truth.
  • The importance of research and a strong strategy when launching a global expansion.
  • The cultural challenges and complexities marketing teams face when introducing a brand to the global market.

TO LEARN MORE ABOUT, VELOCITY GLOBAL, CLICK HERE.

TO FIND RYAN MEDINE ON LINKEDIN, CLICK HERE.

 

Feb 6, 2020

“Getting to know your customers isn’t easy; it should always be evolving.”  

Mario Nawfal is founder of the IBC Group, a network of experts in over 40 countries that has risen in less than a year to become the established industry authority in the rapidly growing blockchain and Crypto space. This dynamic entrepreneur embarked upon his path with only $300 in the bank, selling blenders door to door. That experience led to his founding of Froothie Australia, a globally recognized brand of blenders and juicers. Through unconventional marketing techniques, efficient logistical systems, and a team of global contractors, Mario has propelled Froothie from $1 million in year one to over $10 million in year two, all bootstrapped.

Listen And Learn:

  • Testing, scaling, and the importance of proof of concept.
  • How he defines and reaches his targeted audiences.
  • Ways to present your brand’s competitive marketplace advantages.
  • When to conduct market and competitive research.
  • How to ignite customer count.
  • Ways to think outside the box to get attention.
  • The importance of being humble enough to learn from your competitors.

TO LEARN MORE ABOUT, IBC GROUP, CLICK HERE.

TO FIND MARIO NAWFAL ON LINKEDIN, CLICK HERE.

Feb 5, 2020

“Without having a strong hold on what the perception is of your brand in the marketplace, you truly are guessing at all of your marketing messages.”

Lori Jones, president and CEO of Avocet Communications, brings top retail, consumer, and business-to-business branding expertise to all aspects of integrated marketing. Her experience with Fortune 500 brands, middle-market challenger brands, and entrepreneurial startups have made her an in-demand speaker at industry sales and marketing conferences. Her top-rated Integrate & Ignite podcast is listened to by CEOs, CMOs, and innovators all over the world. Founded in 1980 and consistently honored as one of Colorado’s leading marketing agencies, Avocet Communications has earned a national reputation for helping its clients increase customer count through integrated marketing communications solutions.

Listen And Learn:

  • How a horrible orange shag carpet ultimately launched Avocet Communications.
  • Why good marketers need to be able to discern and take advantage of market perceptions.
  • Is your brand creating the right perception?
  • Why it’s crucial to understand the perception of your brand in the marketplace.

TO LEARN MORE ABOUT, AVOCET COMMUNICATIONS, CLICK HERE.

TO FIND LORI JONES ON LINKEDIN, CLICK HERE.

Feb 4, 2020

“Every single marketing team should have a revenue goal.”

Rose McCarty is a results-driven global marketing executive with over 14 years of experience transforming marketing and communications groups into strategic teams aligned with business development. In addition to holding executive leadership positions with high-profile companies such as Stewart Title, Edge Group, and Compass Group, Rose leverages her experiences to grow the marketing industry. She recently spoke at the New York Stock Exchange on how customer experience is reshaping marketing and was later named to the inaugural Houston Power 50 award list by Texas Diversity magazine.

Listen & Learn:

  • How to align your sales and marketing teams.
  • Why marketing teams should have clear revenue goals.
  • The 80/20 Rule for inbound and outbound lead generation.
  • How to connect the dots between sales transactions and marketing efforts.
  • Simplify data.
  • How the marketing team can repurpose content to peak interest in sales.

TO FIND ROSE MCCARTY ON LINKEDIN, CLICK HERE.

Jan 30, 2020

“Reusing content is the best way to keep costs down.”

Mickey Burnett is partner and vice president of marketing and sales of EVOLVE Brands, a start-up plant-based, organic snacking company with brands Supernola and Gorilly Goods. Over the course of his 20-year career, Mickey has been a high-performing consumer package goods marketer and has managed legacy brands, acquired brands, and is known for developing and launching sustainable innovation across various categories. Prior to EVOLVE Brands, he led the brand marketing team for Mike’s Hard Lemonade, including the segment-leading White Claw Hard Seltzer. Before Mike’s, Mickey spent eight years with The Hershey Company developing global innovation, managing the Halloween and Valentine’s portfolios, and leading the post-acquisition national launch of Brookside.

Listen And Learn:

  • How to cultivate your tribe.
  • How to grow foundational customers.
  • How to engage your audience with snackable content.
  • Bring consumer insights to life.
  • Creating frequency.
  • Reusing content is the best way to keep costs down.

TO LEARN MORE ABOUT, EVOLVE BRANDS, CLICK HERE.

TO FIND MICKEY BURNETT ON LINKEDIN, CLICK HERE.

Jan 22, 2020

“Don’t get caught up with the virality of content. Take the slow, steady, and consistent approach.”

As Gardenuity’s COO, Doug Platts drives business growth and defines scalable operations to support their growing customer base and product range. An international marketer with over a decade of experience in the industry, Doug has an extensive record of identifying new technologies and delivering strategic innovation and has helped brands like Microsoft, LG, Toyota, Coca-Cola and Starwood Hotels build deeper engagements with their customers.

Listen And Learn:

  • How to push out content and gain traction.
  • How to bring in external collaborators to help leverage your thought leadership.
  • The importance of differentiating your brand’s unique point of view.
  • How even small businesses can leverage thought leadership to scale to new heights.
  • Why companies shouldn’t focus on the virality of content.
  • Learn ways to use thought leadership to develop trends.

TO LEARN MORE ABOUT, GARDENUITY, CLICK HERE.

TO FIND DOUG PLATTS ON LINKEDIN, CLICK HERE.

Jan 15, 2020

“Never waste an editor’s time.”

Dex McLuskey is managing partner at Context Content, a creative content marketing consultancy targeting the financial services, technology, and healthcare industries. This former editor for such noted outlets as Bloomberg News, has had a storied career in PR, media relations, and corporate communications. Prior to Context Content, he was senior director of Public Relations and Corporate Communications at Janus Henderson Investors in Denver. While in that position, Dex devised and implemented a comprehensive digital-first, multimedia content marketing strategy that was unprecedented at the company. Today, with Context Content, he develops and executes bespoke content marketing and communications strategies using online video, audio, social, broadcast and digital print media.

Listen & Learn:

  • Why it’s important to take a news-centric approach.
  • Tips for writing effective bylined articles.
  • How to build trust and credibility with editors.
  • Why traditional PR methods have become increasingly redundant.
  • Learn how to build credibility, authenticity, and gravitas with bylined articles.
  • Why it’s important to use more than one medium to tell your story.

TO LEARN MORE ABOUT, CONTEXT CONTENT, CLICK HERE.

TO FIND DEX MCLUSKEY ON LINKEDIN, CLICK HERE.

 

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