Podcast Marketing Master Class - Roger Nairn

•

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DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

Marketing

I want you to avoid the same
mistakes I made.

• How to balance creative storytelling with your
marketing goals
• What unbalanced content looks like
• What balanced content looks like
• How to make your content perform better
You'll Learn

Hi, I'm Roger!
• 22+ years in advertising
• Agency owner
• Former TEDxVancouver board
member
• Live in Vancouver

Most of today's marketing content isn’t
doing the job it needs to do.

Content
Marketing content is either
overly creative.

Being the thing people enjoy
(Creativity)
Thesis
For your marketing to be successful,
You need to strike a balance between:

Being the thing people enjoy
(Creativity)
Your business objectives
(Business)
Thesis
For your marketing to be successful,
You need to strike a balance between:

Thesis
If you over index on creativity...

Business
Be crystal clear on your
business objective.

Business
"Think with the end in mind."
—
Stephen Covey

Creativity
Create content that is:
• Empathetic
• Engaging
• Remarkable

Creativity
“We need to stop interrupting
what people are interested in
and be what people are
interested in.”
—
Craig Davis
Formerly of JWT

Creativity
"Whoever puts out the most
interesting content to capture
attention will
ultimately win.”
—
Nick Sharma
"The DTC Guy"

Balance
If you find the right balance the
outcome will be:
• A relationship is fostered
• You build trust with your audience
...and THAT will turn into business.

Rating
What would their seesaw rating be?

Rating
What would their seesaw rating be?
BUSINESS
CREATIVITY

Lottery
What would the rating be?
BUSINESS
CREATIVITY

Eggs
What would the rating be?
BUSINESS
CREATIVITY

Skechers
What would the rating be?
BUSINESS
CREATIVITY

Shift4Shop
What would the rating be?
BUSINESS
CREATIVITY

Cirque du Soleil
Shut down through COVID

Cirque du Soleil
Audience data (existing + new)

Cirque du Soleil
Tap into their creativity

Cirque du Soleil
What would the rating be?

Lush
Enjoy in the bath...end with a
meditation

Actions you can take
Conduct a quarterly review
of your content.
Put an image of a seesaw
up on your wall.
Judge if your content is
balanced.

• Get clear on your business objective
• Understand your audience
• Be the thing that’s interesting
Recap

Balance
“Nobody reads ads. People read
what interested them, and
sometimes it’s an ad.”
—
Howard Luck Gossage
Copywriter

Amazing things happen when you stay balanced.

Thank you!
Roger Nairn, CEO of JAR Audio
Podcast Production Agency
jaraudio.com

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Affiliate Marketing is a dynamic and lucrative method of earning income online, where individuals or businesses promote products or services and receive a commission for each sale, lead, or action generated through their referral. At its core, affiliate marketing operates on the principle of revenue sharing, where merchants reward affiliates for driving traffic or sales to their business. Understanding the Basics Affiliate Marketing is rooted in the concept of performance-based marketing. Instead of paying for traditional advertising methods upfront, merchants pay affiliates only when a specific action is completed, such as a sale, lead, or click. This performance-based model aligns the interests of both parties, as affiliates are incentivized to generate results for the merchants they promote. How Affiliate Marketing Works: The process of affiliate marketing typically involves three primary parties: the merchant, the affiliate, and the customer. The merchant, also known as the advertiser or retailer, is the entity that sells the product or service. The affiliate, often referred to as the publisher, promotes the merchant's products or services through various marketing channels. The customer, of course, is the individual who makes a purchase or takes the desired action. When a customer clicks on an affiliate link and completes the desired action, such as making a purchase, the affiliate earns a commission. This commission can vary depending on the merchant's affiliate program and the terms of the agreement between the merchant and the affiliate. The Role of Affiliates, Merchants, and Customers Affiliates play a crucial role in the success of affiliate marketing by leveraging their platforms, audience, and marketing skills to drive traffic and sales for merchants. Affiliates can range from individuals with personal blogs and socialHow Affiliate Marketing Works: The process of affiliate marketing typically involves three primary parties: the merchant, the affiliate, and the customer. The merchant, also known as the advertiser or retailer, is the entity that sells the product or service. The affiliate, often referred to as the publisher, promotes the merchant's products or services through various marketing channels. The customer, of course, is the individual who makes a purchase or takes the desired action. When a customer clicks on an affiliate link and completes the desired action, such as making a purchase, the affiliate earns a commission. This commission can vary depending on the merchant's affiliate program and the terms of the agreement between the merchant and the affiliate. The Role of Affiliates, Merchants, and Customers Affiliates play a crucial role in the success of affiliate marketing by leveraging their platforms, audience, and marketing skills to drive traffic and sales for merchants. Affiliates can range from individuals with personal blogs and social media accounts to large scale Marketing Institution

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Podcast Marketing Master Class - Roger Nairn

1. MASTER CLASS VANCOUVER, BC ~ APRIL 25 - 26, 2024 DIGIMARCONCANADAWEST.CA | #DigiMarConCanadaWest Podcast Marketing Master Class Roger Nairn CO-FOUNDER AND CEO JAR AUDIO

2. Podcast ROI: Aligning Business Goals with Brand Storytelling Podcast ROI: Aligning Business Goals with Brand Storytelling By Roger Nairn CEO of JAR Audio

3. A Story My biggest marketing failure.

6. I want you to avoid the same mistakes I made.

7. • How to balance creative storytelling with your marketing goals • What unbalanced content looks like • What balanced content looks like • How to make your content perform better You'll Learn

8. Hi, I'm Roger! • 22+ years in advertising • Agency owner • Former TEDxVancouver board member • Live in Vancouver

9. Most of today's marketing content isn’t doing the job it needs to do.

10. Content Marketing content is either overly creative.

11. Content Marketing content is either overly creative. Or too focused on the brand.

12. There is a much better way.

13. Being the thing people enjoy (Creativity) Thesis For your marketing to be successful, You need to strike a balance between:

14. Being the thing people enjoy (Creativity) Your business objectives (Business) Thesis For your marketing to be successful, You need to strike a balance between:

15. Thesis If you over index on business...

16. Thesis If you over index on creativity...

17.

18. How do you achieve balance?

19. Business Be crystal clear on your business objective.

20. Business "Think with the end in mind." — Stephen Covey

21. Creativity Create content that is: • Empathetic • Engaging • Remarkable

22. Creativity “We need to stop interrupting what people are interested in and be what people are interested in.” — Craig Davis Formerly of JWT

23. Creativity "Whoever puts out the most interesting content to capture attention will ultimately win.” — Nick Sharma "The DTC Guy"

24. These are the stakes.

25. Balance If you find the right balance the outcome will be: • A relationship is fostered • You build trust with your audience ...and THAT will turn into business.

26.

27. AirBnB San Francisco tax

28. Rating What would their seesaw rating be?

29. Rating What would their seesaw rating be? BUSINESS CREATIVITY

30. Lottery National Campaign

31. Lottery What would the rating be?

32. Lottery What would the rating be? BUSINESS CREATIVITY

33. Eggs Cross-Border Campaign

34. Eggs What would the rating be?

35. Eggs What would the rating be? BUSINESS CREATIVITY

36. Skechers Super Bowl

37. Skechers What would the rating be?

38. Skechers What would the rating be? BUSINESS CREATIVITY

39. Brand X Super Bowl

40. Shift4Shop What would the rating be?

41. Shift4Shop What would the rating be? BUSINESS CREATIVITY

42. What does balance look like?

43.

44. Amazon Small business owners

45. Amazon Host on the same journey

46. Amazon This Is Small Business

47. Amazon This Is Small Business

48. Amazon Brand lift study

49. Amazon What would the rating be?

50. Amazon What would the rating be?

51.

52. Cirque du Soleil Shut down through COVID

53. Cirque du Soleil Audience data (existing + new)

54. Cirque du Soleil Tap into their creativity

55. Cirque du Soleil Cirque du Sound

56. Cirque du Soleil Creative guide

57. Cirque du Soleil Engaging guests

58. Cirque du Soleil Cirque du Sound

59. Cirque du Soleil What would the rating be?

60. Cirque du Soleil What would the rating be?

61.

62. Lush Targeting Gen Y & Z

63. Lush Spoke to their social audience

64. Lush Self Care & Social Justice

65. Lush The Sound Bath

66. Lush Engaging host

67. Lush Enjoy in the bath...end with a meditation

68. Lush The Sound Bath

69. Lush What would the rating be?

70. Lush What would the rating be?

71. Actions you can take

72. Actions you can take Conduct a quarterly review of your content. Put an image of a seesaw up on your wall. Judge if your content is balanced.

73. Ask yourself: "As a brand, are we a net giver, or a net taker?" "What unique knowledge does our company have that can be of value to our audience?" "Are we audience focused or brand focused?" Actions you can take

74. • Get clear on your business objective • Understand your audience • Be the thing that’s interesting Recap

75. Balance “Nobody reads ads. People read what interested them, and sometimes it’s an ad.” — Howard Luck Gossage Copywriter

76. Balance “Nobody reads ads. People read what interested them, and sometimes it’s an ad.” — Howard Luck Gossage Copywriter

77. Balance “Nobody reads ads. People read what interested them, and sometimes it’s an ad.” — Howard Luck Gossage Copywriter

78. Balance “Nobody reads ads. People read what interested them, and sometimes it’s an ad.” — Howard Luck Gossage Copywriter

79. Balance “Nobody reads ads. People read what interested them, and sometimes it’s an ad.” — Howard Luck Gossage Copywriter

80. Balance “Nobody reads ads. People read what interested them, and sometimes it’s an ad.” — Howard Luck Gossage Copywriter listens to a brand's podcast listen to a brand's podcast Roger Nairn Handsome Man

81. Amazing things happen when you stay balanced.

82. Thank you! Roger Nairn, CEO of JAR Audio Podcast Production Agency jaraudio.com

Podcast Marketing Master Class - Roger Nairn

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