Discover the strategies to forge authentic connections, drive sales, and boost brand awareness, even in challenging economic downturns. Unleash the power of genuine brand listening and captivate your audience with compelling content that resonates deeply. Learn the art of storytelling and emotional appeal to build unwavering trust. But it doesn't end there. Tap into the astonishing possibilities of brand listening. Identify customer needs, unlock untapped opportunities, and fuel unstoppable growth. Harness the energy of recessions to elevate your brand to new heights. Join us for an electrifying showcase of strategies to skyrocket your brand awareness, even in tough times. Engage, connect, and build a legion of loyal brand advocates through active listening.Ignite explosive discussions in our interactive session. Lead the revolution and rewrite the marketing playbook. Reshape the narrative, generate unparalleled sales, and establish your brand as an unstoppable force. Get ready to revolutionize your marketing and embark on a thrilling journey to success! Key Takeaways: Authenticity Reigns Supreme: In the age of deceptive tactics, it's essential to prioritize authenticity in your marketing strategy. Craft compelling content that resonates with your audience, leveraging storytelling and emotional appeal to build trust and genuine connections. Embrace Brand Listening: Unlock the transformative power of brand listening. By actively listening to your audience, you can gain deep insights into their needs, pain points, and desires. Use this knowledge to identify opportunities, innovate, and tailor your offerings to exceed customer expectations.Uncover Hidden Opportunities: Recessions provide a unique environment for uncovering hidden opportunities. With brand listening, you can identify untapped markets, pivot your offerings, and explore new avenues for growth. Embrace the challenges and turn them into stepping stones for success. Elevate Brand Awareness: Stand out from the crowd even in tough times by focusing on brand awareness. Engage with your audience, build relationships, and foster loyalty through active listening. By understanding your customers better, you can create targeted and impactful brand messaging that cuts through the noise.Lead the Content Revolution: Be a pioneer in the content revolution by prioritizing authenticity and genuine connections. Break away from manipulative tactics and embrace transparent communication. Let your brand values and purpose shine through, inspiring trust and long-term customer loyalty.Collaborative Dialogue: Foster a culture of collaboration and open dialogue within your marketing efforts. Engage in interactive discussions, seek feedback, and continuously adapt your strategies based on customer insights. By listening to your audience and valuing their opinions, you can create a feedback loop that fuels ongoing success.

1. Content Revolution: Creating Genuine
Connections through Brand Listening to
Generate Opportunity, Sales, and Brand
Awareness amidst Economic Recession
MASTER
CLASS
Maresa Friedman
STRATEGIC ADVISOR
COURUS / STRATEGY SOLVED
SAN DIEGO, CA ~ MAY 22 - 23, 2023
DIGIMARCONCALIFORNIA.COM | #DigiMarConCalifornia

2. Content Revolution:
Creating Genuine
Connections through
Brand Listening to
Generate Opportunity,
Sales, and Brand
Awareness amidst
Economic Recession
Maresa Friedman
@MaresaSD on IG

3. Who am I?
➢ TEDx on Social Media Confessions
➢ Speaks on Digital Marketing, Strategy, and Mobile topics around the country.
➢ Mom of 2 teens wife to a global fortune 50 executive
➢ At one time running teams across 3 continents, 12 countries, and 5 languages
➢ Background in Global Operations, Market Development & Business Intelligence
➢ Strategist, Writer, Content Contributor for Top 25 Digital & Print publications
➢ Nominee, Fast Company World Changing Ideas 2020 (in the middle of Covid)
➢ Advisor: Corus, Narrative Strategy,Elevated Worldwide, HGE, Center for Respectful Leadership
F E A T U R E S
About Maresa Friedman

4. We googled
you….weren’t
you cancelled?
Nope.

5. It backfire.. For the trolls– (hint: I didn’t apologize)
So why does this matter?

6. The Age of Bullshit:
Understanding the
Current Landscape
Diving into the…cringe

7. First thing to digest this
morning: you will make
mistakes with content
• If you are wrong, apologize simply.
• If you aren’t – keep it moving.
• If you must have legal review posts, make
sure it’s a quick process- trends and
response has to happen quickly
• If you need crisis pr… get it on retainer
before you need it- hiring it in the event of
a mistake is 10x more expensive.

8. The Age of Bullshit:
Understanding the
Current Landscape
• Inauthentic content and its impact
on consumer trust
• Explore the consequences of
relying on manipulative tactics
during recessions
• The need for a paradigm shift
towards authenticity and genuine
connections

9. Paradigm shift towards
authenticity and genuine
connections
• Improved customer loyalty: When customers feel a connection with a
brand, they are more likely to be loyal to that brand. This loyalty can
lead to repeat business and increased revenue.
• Positive word-of-mouth: When customers have a positive experience
with a brand, they are more likely to tell their friends and family about it.
This positive word-of-mouth can lead to new customers and increased
revenue.
• Reduced marketing costs: When a brand has a strong reputation for
authenticity and genuineness, it can reduce its marketing costs. This is
because customers are more likely to be aware of the brand and to
trust it, even without a lot of advertising.
• Increased employee morale: When employees feel that a brand is
authentic and genuine, they are more likely to be motivated and
engaged. This can lead to increased productivity and decreased
turnover, which can save the company money.
• Improved brand image: When a brand is seen as authentic and
genuine, it has a positive image. This positive image can attract new
customers and investors, which can lead to increased revenue.

10. Paradigm shift towards authenticity and genuine connections
• Warby Parker: Warby Parker is an online eyewear
retailer that has been able to create a strong
connection with its customers by focusing on
authenticity and transparency. The company
offers a try-before-you-buy program, which
allows customers to try on glasses at home
before they buy them. Warby Parker also
publishes its pricing information online, which
allows customers to compare prices before they
make a purchase. As a result of its focus on
authenticity and transparency, Warby Parker has
been able to generate significant revenue. In
2020, the company generated $300 million in
revenue. In 2021, the company generated $350
million in revenue. And in 2022, the company
generated $400 million in revenue.

11. Paradigm shift towards authenticity and
genuine connections
• Harry's: Harry's is a men's grooming company that has been able
to create a strong connection with its customers by focusing on
convenience and affordability. The company offers a subscription
service that delivers razors and other grooming products to
customers' homes on a monthly basis. Harry's also offers its
products at a lower price than many of its competitors. As a result
of its focus on convenience and affordability, Harry's has been
able to generate significant revenue. In 2020, the company
generated $200 million in revenue. In 2021, the company
generated $250 million in revenue. And in 2022, the company
generated $300 million in revenue.

12. Paradigm shift towards authenticity and
genuine connections
• Allbirds: Allbirds is a shoe company that has been
able to create a strong connection with its
customers by focusing on sustainability and
comfort. The company uses materials like merino
wool and eucalyptus fibers to create shoes that
are both comfortable and sustainable. Allbirds
also publishes its environmental impact data
online, which allows customers to see how their
purchases are impacting the environment. As a
result of its focus on sustainability and comfort,
Allbirds has been able to generate significant
revenue. In 2020, the company generated $100
million in revenue. In 2021, the company
generated $150 million in revenue. And in 2022,
the company generated $200 million in revenue.

13. The
consequences
of relying on
manipulative
tactics during
recessions
• Damage to reputation: When consumers feel that they have
been manipulated, they are less likely to trust the brand in the
future. This can lead to a loss of customers and a decline in sales.
• Government fines: In some cases, manipulative tactics may
violate government regulations. If a brand is caught violating these
regulations, it may be fined or even shut down.
• Lawsuits: Consumers who feel that they have been harmed by
manipulative tactics may sue the brand. These lawsuits can be
costly and time-consuming, and they can damage the brand's
reputation even further.
• Employee morale: When employees see that the brand is willing
to manipulate customers, it can damage morale and make it
difficult to attract and retain top talent.
• Loss of brand identity: When a brand relies on manipulative
tactics, it can lose its identity and become associated with
dishonesty and deception. This can make it difficult for the brand
to recover in the future.

14. The Power of Brand
Listening
It’s a superpower

15. IThe Power of Brand Listening
• Define brand listening and its role in effective marketing
• Highlight how brand listening helps marketers understand their
audience better
• Showcase examples of brands that have successfully utilized
brand listening to create genuine connections during recessions

16. Brand listening is the process of monitoring and analyzing
online conversations about your brand, products, and
services. It can be used to gather insights into customer
needs and preferences, identify emerging trends, and track
the effectiveness of your marketing campaigns.

17. Here are some
examples of how
brand listening can be
used in marketing:
• Identifying customer needs and preferences: By listening to what people are saying
about your brand online, you can get a better understanding of their needs and
preferences. This information can be used to improve your products and services,
develop new marketing campaigns, and create a more customer-centric brand
experience.
• Identifying emerging trends: Brand listening can also be used to identify emerging
trends in your industry. This information can be used to stay ahead of the
competition and develop new products and services that meet the needs of your
target audience.
• Tracking the effectiveness of marketing campaigns: Brand listening can also be used
to track the effectiveness of your marketing campaigns. By monitoring online
conversations about your brand, you can see how people are responding to your
marketing messages and identify areas where you can improve.
• Brand listening is an essential tool for any marketer who wants to stay ahead of the
competition and create a successful brand. In 2023 and moving forward, it will
become even more important as consumers continue to spend more time online.

18. Here are some specific benefits of brand
listening:
• Improved customer service: By listening to customer feedback, you can identify and
address any issues they may be having. This can help to improve customer satisfaction
and loyalty.
• Increased brand awareness: When people see that you are listening to them, they are
more likely to have a positive view of your brand. This can lead to increased brand
awareness and sales.
• Better product development: By listening to customer feedback, you can get ideas for
new products and services that meet their needs. This can help you to stay ahead of the
competition and grow your business.
• More effective marketing campaigns: By listening to customer feedback, you can learn
what messages are resonating with them. This can help you to create more effective
marketing campaigns that drive results.
Overall, brand listening is a valuable tool that can help you to improve your marketing,
customer service, and product development. If you are not already using it, I encourage
you to start today.

19. Creating authentic
content
Be real….

20. Creating Authentic
Content
• Strategies for crafting content that resonates
with the target audience
• Storytelling and emotional appeal in
authentic content
• Provide tips for incorporating brand values
and purpose into content creation
• Share case studies of brands that have
successfully created authentic content during
economic downturns

21. Explore strategies for crafting content
that resonates with the target audience
• Be authentic. People can spot a fake a mile away. If you
want your content to resonate with your target audience,
you need to be authentic. Be yourself and let your
personality shine through in your content.
• Be consistent. If you want people to keep coming back for
your content, you need to be consistent. Post regularly and
make sure your content is always high quality.
• Be creative. Don't be afraid to experiment with different
types of content. The more creative you are, the more
likely you are to capture people's attention.
• Measure your results. It's important to track the results of
your content marketing efforts so that you can see what's
working and what's not. This will help you to improve your
content over time and make sure that you're getting the
most out of your marketing budget.

22. Leveraging Brand Listening
for Opportunity and Sales
• Explain how brand listening can
uncover customer needs and pain
points
• Showcase techniques for
leveraging brand listening to
identify opportunities for growth
and innovation
• Listening to customers can inform
product development and
marketing strategies to drive
sales

23. Embrace
It.
Content is not going
anywhere.
Ai “helps”- but it’s not
based in humanity- and
it’s biased.
-Be real or be left behind

24. Here’s a
challenge for you!
It works for ANY brand, business or industry
trying to connect with an audience
I encourage you to try this:
Tag me in your posts- I love to see people in
ACTION
Share what you learned in the next 30 days!

25. Hook 101:
• You don't need ______ to _______-
• What no one tell you about ______ is
• I wish someone had told me sooner
that____________
• ______________ doesn't happen overnight
- it happens when
• If you don't ______________ you're never
going to _______________________
• Do not wait for ______________ to
________________
• Your ____________ results will only be as
good as _____________
• If you don't like ____________
try___________ instead
• It's more important to _______________
than to _____________
• Friendly reminder: ____________ is not the best
measurement of ________
• I am so grateful I get to __________ every day
• If you want to know who someone really is watch
how they _______
• The more I learn, the more I realize that
_________________
• It's better to__________ than to
________________
• I don't want to just ____________, I want to
_________________
• I don't know who needs to hear this, but
______________
• _______________ does not equal
__________________

26. Tools of the road
• Get Munch
• Opus.Pro
• Metricool
• Canva (duh)
• Answer the public
• Google Alerts
• Audience Finder by Youtube
• Sprout Social
• Crystal Knows