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Marketing on Tap

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Join marketers, authors, and craft beer enthusiasts Sam Fiorella and Danny Brown for a hoppy discussion about all things digital over a cheeky pint – or two. Topics on the menu include influence marketing, social media, brand advocacy, and a taste testing of real world digital marketing campaigns (some are smooth, others don’t sit so well). Don’t forget to stick around for last call, where the boys will serve you up one final marketing takeaway that you can go out and apply in the real world. It’s a great primer before the weekend.

Join marketers, authors, and craft beer enthusiasts Sam Fiorella and Danny Brown for a hoppy discussion about all things digital over a cheeky pint – or two. Topics on the menu include influence marketing, social media, brand advocacy, and a taste testing of real world digital marketing campaigns (some are smooth, others don’t sit so well). Don’t forget to stick around for last call, where the boys will serve you up one final marketing takeaway that you can go out and apply in the real world. It’s a great primer before the weekend.
More Information

Location:

Canada

Description:

Join marketers, authors, and craft beer enthusiasts Sam Fiorella and Danny Brown for a hoppy discussion about all things digital over a cheeky pint – or two. Topics on the menu include influence marketing, social media, brand advocacy, and a taste testing of real world digital marketing campaigns (some are smooth, others don’t sit so well). Don’t forget to stick around for last call, where the boys will serve you up one final marketing takeaway that you can go out and apply in the real world. It’s a great primer before the weekend.

Language:

English

Contact:

416-484-1400


Episodes

Episode 24: Dark Social - The Marketing Trend for 2019?

1/16/2019
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With the release of the Edelman 2018 Trust Barometer, it's clear to see a trend of dark social being utilized by social media users. With people's trust in social media dropping to only 41% globally, perhaps the increase in dark social should come as no surprise. With 2018 being a bad year all round for social networks, with the rise of fake news stories, influencer bots, and more, are we seeing the decline in public social media, and more private, controlled use? In this week's episode...

Duration:00:22:17

Episode 23: Mobile First? Digital OOH Disagrees

1/9/2019
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In today's mobile first world, you might think outdoor ads and billboards are yesterday's news. But someone forgot to tell DOOH, or digital out of home advertising. With the news that Netflix paid $150 million for a DOOH ad to attract new talent, and four of the 10 largest spenders on billboards being Apple, Google, Amazon, and Netflix, perhaps mobile first isn't completely the way to go. In this week's episode of Marketing on Tap, we look at how digital out of home advertising continues...

Duration:00:19:10

Episode 22: Loyalty Programs, Business Pivots, and Craft Beer Marketing

12/12/2018
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When Lululemon announced they had launched a loyalty program, they became the latest brand to shift focus from their core business to take a new direction. As the likes of Staples and Apple have shown, this services-over-product approach can be key to moving forward and adapting to the new behaviours of today's consumers. In this week's episode of Marketing on Tap, we look at how brands are pivoting away from what first made them successful, and whether this model can be used in other...

Duration:00:21:51

Episode 21: Fashion Fails, Brand Apologies, and Marketing Gone Wrong

12/5/2018
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When Dolce and Gabbana released a racist Chinese ad, it was just the latest in a long line of marketing gone wrong when it comes to the fashion world. From LuluLemon saying their customers were too big for their products, to Topman describing their customers as football hooligans and criminals, it seems the fashion world is a leader in poor marketing. In this week's episode of Marketing on Tap, we look at how brands can completely miss the message when it comes to their buyers, and how...

Duration:00:23:51

Episode 20: Ice Cream, Startup Disruptors, & Big Corporations Becoming Nimble

11/29/2018
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When it comes to disrupting an industry with innovative products and marketing, the ice cream industry may not be high up on your list of usual suspects. Yet that's exactly what's happened as giants like Häagen-Dazs found out when small, agile newcomers started eating into their profits with lifestyle-themed ice cream. In this week's episode of Marketing on Tap, we look at how the little ice cream guys took on the giants at their own game, forcing the bigger corporations to start thinking...

Duration:00:21:15

Episode 19: Social Influencers or Media Buying - Has Influence Marketing Lost Its Way?

11/23/2018
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In a recent Facebook discussion between marketers, the question was asked if social media influencers are just the equivalent of traditional media buying. The point being made was, with all the paid influencer programs being used to shill product, has the role of the influencer been reduced to a simple ad platform? In this week's episode of Marketing on Tap, we look at how paid influence programs are impacting both influencers and brands that use them, and what your business should do to...

Duration:00:24:12

Episode 18: Turning Social Media Haters into Brand Advocates

11/16/2018
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How do you turn social media haters into brand advocates? KFC did exactly that when they took a customer's negative tweet about their fries and turned it into a win for the brand nationally. It's a great example of brands that take social media haters at more than face value, and not only improve their services and products, but create brand advocates at the same time. In this week's episode of Marketing on Tap, we look at how KFC and others like them created this advocacy, and how you can...

Duration:00:22:54

Episode 17: Uber Eats, Free COD, and Holding Your Pee

11/8/2018
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Recently in the UK, fish and chip shop chain Harry Ramsden's partnered with Uber Eats to run a promotion around the new Call of Duty: Black Ops video game. Customers who bought a fish and chips meal from one of three participating outlets would receive a free copy of the game. With Call of Duty: Black Ops being one of the most anticipated games of the year, this seemed like an offer too good to be true. And it was. In this week's episode of Marketing on Tap, we look at gimmicky marketing,...

Duration:00:21:59

Episode 16: YouTube Influencers, Brand Responsibility, & Mental Health Burnout

11/1/2018
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In recent weeks, there's been a spate of YouTube influencers taking to their channels to say they're feeling burned out, and that their mental health is suffering. Much of the criticism from these influencers is that they're feeling the pressure to "always be on", regardless of how they feel and what's happening in their lives at the time. In this week's episode of Marketing on Tap, we ask if the pressure to perform by these influencers is creating lasting damage, and what role brands play...

Duration:00:22:49

Episode 15: Sears Bankruptcy, Online Shopping, and the Death of Traditional Retailers

10/17/2018
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This week saw the news that retail giant Sears had filed for bankruptcy protection, amongst falling sales and rising debt. Their Canadian division closed in January of this year, and it always felt the parent company wouldn't be far behind. Failure to adapt to the changing ways customers preferred to buy - online, mobile research, frictionless shopping - as well as the inability to attract a younger audience seems to have sounded the death knell for this once-unstoppable giant. In this...

Duration:00:22:16

Episode 14: Airlines from Hell, Customer Experience, and Employee Influencers

10/11/2018
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Week after week, it seems we're bombarded with poor customer experience examples when it comes to airline companies. From dragging passengers off planes to charging to change the flight of a family whose 3 year old son's appendix burst, the horror stories are endless. But do these stories make any difference? With flights cheaper than ever, and companies charging for everything under the sun, are we encouraging bad behaviour due to apathy when it comes to spending our money elsewhere? In...

Duration:00:21:56

Episode 13: Girl Beer, Body Shaming Tees, and Other Marketing Fails

10/4/2018
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When brands want to stand apart from the competition, they often turn to edgy advertising to push the boundaries. This can work well, and the benefits can outweigh the risks. But when the message behind the campaign is shared without context, no amount of marketing or brand explanations can overcome the negativity. In this week's episode of Marketing on Tap, we look at how recent examples of edgy messaging gone astray cost the brands involved the goodwill of consumers, and highlighted the...

Duration:00:24:14

Episode 12: Customer Experience, Brand Advocacy, and Being Human in Business

9/28/2018
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Customer experience and brand advocacy go hand in hand. Get the customer experience right, and your brand advocates will grow, both internally and externally. Yet as the ways brands interact with customers adapts and changes, and technology plays as big a part as the human interaction, how is customer experience evolving? Is it, or are brands living in the past? In this week's episode of Marketing on Tap, we look at how changing customer behaviour is driving the experience, and how brands...

Duration:00:28:11

Episode 11: Tim Hortons, BlackBerry, or Why National Brands Fail

9/21/2018
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Long viewed as one of the most-loved stalwarts of the Canadian marketplace, coffee chain Tim Hortons has had a startling fall from grace when it comes to the trust they enjoy from consumers. Almost mirroring the fall that smartphone maker BlackBerry experienced, even the brand loyalty that Tim's almost exclusively enjoyed couldn't stop the drop in love for the chain. In this week's episode, we look at once-iconic brands and ask the question - is there even such a thing as a national brand...

Duration:00:24:42

Episode 10: Lazy Marketing, Audience Awareness, and Stale Brand Messaging

9/13/2018
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We've all seen them, and probably have a few favourites - evergreen marketing campaigns that seem to last across generations. But do they? Or do they eventually run out of steam? What happens when a message that once stood as the poster child for great marketing suddenly becomes stale and out of date? Or, even worse, alienates the very audience they were so in touch with originally? In this week's episode, we look at once-great marketing messages that have done just that, and what it means...

Duration:00:20:56

Episode 9: Colin Kaepernick, Nike, and Brands Taking a Stand

9/7/2018
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Unless you've been living under a rock for the last two years, Colin Kaepernick and his stand against racial injustice in the U.S. has been at the forefront of both political and sports news. Now, with global sports brand Nike choosing Kaepernick as the face of their 30th anniversary "Just Do It" campaign, both Kaepernick and Nike have been thrust into the spotlight, negatively and positively. In this week’s Marketing on Tap podcast, we discuss the outrage from a section of Nike consumers,...

Duration:00:21:46

Episode 8: Calvin Klein, The Kardashians, and Marketing Fails

8/29/2018
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When you're a huge brand like Calvin Klein, you pretty much have your fingers on the pulse of your fans/customers. After all, you don't get to be an international success story by employing bad marketing ideas. However, a recent marketing campaign from Calvin Klein showed that even the biggest brands still get it wrong. When they used reality TV stars The Kardashians to promote their latest product, the pushback was swift and harsh. In this week’s Marketing on Tap podcast, we discuss the...

Duration:00:19:06

Episode 7: Buck a Beer, Craft Beer Value, and Truth in Marketing

8/23/2018
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Sounds great, right? Pay just a buck a beer? After all, who wouldn’t want to enjoy a beer for less than it takes to buy a coffee? Well, that’s exactly what Ontario beer drinkers have been promised by the new Premier, Doug Ford, following a campaign promise he ran on. But is the offer as good as it seems? Not so fast. Following the announcement, craft brewers and craft beer drinkers alike swiftly pushed back on the notion, citing how much it costs to brew quality beer, along with employee...

Duration:00:22:41

Episode 6: Influencer Overkill, Brand Fatigue, and Social Influence Backlash

8/17/2018
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In episode six of the Marketing on Tap podcast, we ask the question - have social media influencers wore out their welcome? With recent examples of luxury resorts throwing up their arms in frustration at would-be social influencers asking for free stays worth thousands of dollars, to a "retired influencer", Josh Ostrovsky, telling wannabe influencers to "get a real job", is the sun setting on this industry? And if social influence/influence marketing is seeing its power wane, what does...

Duration:00:21:40

Episode 5: Social Media, Angry Networks, and the End of the Web

8/9/2018
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When a respected leader in the tech industry suggests maybe you should consider deleting your social media accounts - all of them - it's more than worth listening to. This is exactly what Jaron Lanier suggests in his new manifesto/book, "10 Arguments for Deleting Your Social Media Accounts Right Now", and is the topic of discussion in episode five of Marketing on Tap. Using the growth of social media, and its impact on the people who use it, Lanier paints an extremely negative picture of...

Duration:00:19:50