Welcome to another episode of The Barber’s Brief!

Join Marc and Vassilis as they dive into the latest marketing and business news, spotlight a standout case study in their Marketing Moment, and wrap up with the Ad of the Week. This week though, they tackle the topic of the potential trade war that could be looming!

Enjoy the show!

Follow our updates here: ⁠⁠https://www.linkedin.com/company/sleeping-barber/⁠⁠

Get in touch with our hosts:

Marc Binkley: ⁠⁠https://www.linkedin.com/in/marcbinkley/

Vassilis Douros: ⁠⁠https://www.linkedin.com/in/vassilisdouros/⁠

Timestamps:

00:00 - Introduction

01:39 - NBC Tariff Overview?

04:04 - Tariffs and the 4Ps

20:05 - The Marketing Moment: WARCs Multiplier Effect Study

29:22 - Ad of the Week - Kraft Mayonnaise from 1931

34:23 - Coming Up Next Week

In The News Links

Tariff Overview - NBC News

NBC News https://www.nbcnews.com/politics/donald-trump/live-blog/trump-china-canada-mexico-tariffs-live-updates-rcna190144

Which provinces are pulling U.S. alcohol off shelves over Trump’s tariffs?

https://globalnews.ca/news/10993794/trump-tariffs-liquor-boards/

China’s Massive Belt and Road Initiative

https://www.cfr.org/backgrounder/chinas-massive-belt-and-road-initiative

10 things that could cost more under new tariffs

https://www.fox9.com/news/trump-tariffs-price-hikes

All the generic coronavirus ads are a waste of time and budget

https://www.marketingweek.com/generic-covid-ads-waste-time-budget/

The Marketing Moment:

WARC Multiplier Effect - Great resource with a few highly relevant case studies

https://page.warc.com/the-multiplier-effect-report

Ad Of The Week:

An ad from Kraft in 1931

Despite a challenging economy, they didn’t highlight the price

Instead, Kraft focused on

increasing brand recognition: from Gelfand to Kraft

Product features & ingredients:

a great supply chain that keeps mayonnaise Always Kitchen Fresh! Guaranteed by your trusted grocer

Eggs, Select Oil, aged-in-the-wood vinegar, rare spices

Service: Home Delivery

Recipe ideas to use more: dress lettuce

Emphasized nutritional value and quality for an economical price, and used recipe books as a promotional tool.

In this episode of The Sleeping Barber Podcast, Marc Binkley and Vassilis Douros welcome Hilary Borndahl to discuss the critical role of measurement in marketing, with a focus on marketing mix modelling (MMM) and its impact on ROI. They explore the challenges marketers face in justifying budgets, the importance of understanding ad stock, and the consequences of cutting marketing spend.

The conversation also covers the evolution of digital marketing, the balance between performance and brand marketing, and the value of MMM in providing a holistic view of marketing effectiveness. Marc highlights the growing need for integration between paid and organic search, the influence of audio advertising on consumer behaviour, and the complexities of modern consumer journeys.

Other key topics include targeting strategies, AI’s role in marketing measurement, and the necessity for CMOs to be data-savvy. The episode also examines the effectiveness of creative in campaigns and the rising significance of metrics like the Marketing Effectiveness Ratio (MER) in evaluating media performance.

Our Guest:

Hilary Borndhal, CEO & founder of Miix Analytics

Linkedin: https://www.linkedin.com/in/hilary-borndahl/

Follow our updates here: ⁠⁠https://www.linkedin.com/company/sleeping-barber/⁠⁠

Get in touch with our hosts:

Marc Binkley: ⁠⁠https://www.linkedin.com/in/marcbinkley/

Vassilis Douros: ⁠⁠https://www.linkedin.com/in/vassilisdouros/⁠Follow Our

Timestamps:

00:00 - Introduction to Measurement in Marketing

02:56 - Introduction to Hilary, Miix Analytics & the Insights Association

06:07 - The Wanamaker Dilemma and ROI Challenges

08:59 - Understanding Ad Stock and Its Importance

11:49 - The Impact of Cutting Marketing Budgets

15:08 - The Role of Digital Marketing Today

18:03 - Performance Marketing vs. Brand Marketing

20:51 - The Evolution of Measurement Techniques

24:04 - Marketing Mix Modeling Explained

26:56 - Benefits of Marketing Mix Modeling

30:14 - Review Cycles for Marketing Mix Modeling

33:01 - Balancing Brand and Performance Investments

39:42 - The Integration of Paid and Organic Search

42:07 - The Role of Audio in Marketing

44:58 - Consumer Behavior and Search Dynamics

50:37 - The Complexity of Consumer Journeys

54:21 - Narrow vs. Broad Targeting in Marketing

58:43 - The Impact of AI on Marketing Measurement

01:01:15 - Post-pod Discussion - Marc and V's key takeaways and insights from the conversation

Welcome to another episode of The Barber’s Brief, by the Sleeping Barber Podcast!

Join Marc and Vassilis as they dive into the latest marketing and business news, spotlight a standout case study in their Marketing Moment, and wrap up with the Ad of the Week.

Enjoy the show!

Follow our Updates:

https://www.linkedin.com/company/sleeping-barber/

Follow our Hosts:

Marc Binkley: https://www.linkedin.com/in/marcbinkley/

Vassilis Douros: https://www.linkedin.com/in/vassilisdouros/